Research On Influence Factors Of User Behavior Of 4G Transactional Mobile Commerce

4G technology can bring great convenience to people’s life. However, in many ways, such as tariff issues, many consumers are holding a wait and see attitude for this new technology, and even some consumers refused it because of the high rate of charges. If the technology good for people’s lives can not be received by the people, it can not achieve the true value. So the analysis of the main factors that affect the reception of 4G technology is worthy studying.This paper sort out the domestic and foreign scholars’ research on the UTAUT model,social cognitive theory and the theory of self-efficacy. Based on the UTAUT model, combined with the characteristics of the user,this paper increase the variable perceived self-efficacy,build the user’s adoption behavior model of 4G transactional mobile commerce and put forward the relevant hypothesis. Using statistical analysis method to verify the model and test hypothesis, exploring the influence factors and the influence degree of users’ behavior of the 4G transactional mobile commerce, analyzing the obtained results,refining the technology adoption model which is more suitable for national conditions and providing practical management recommendations for operators.This study obtained data through questionnaire survey,and the questionnaire was distributed in the university campus,and made by questionnaire star.Then the online survey was issuing link through the QQ, Weixin, e-mail and other means and 235 valid questionnaires were recovered in total. Using SPSS to carry out descriptive analysis, reliability analysis, exploratory factor analysis, independent sample T-test, analysis of variance,using LISREL to carry out confirmatory factor analysis, model fit test, the whole model analysis and so on.Research results show that performance expectations, efforts expectations, perceived self-efficacy will have a significant impact on behavior intention of 4G transactional mobile commerce, contributing factor and behavior intention will have a significant impact on usage behavior. However,social impact on behavior intention and perceived self-efficacy on usage behavior is not significant.The prediction model constructed in this study can explain 68.663% variation of the behavior intention and the validity of UTAUT model is verified.Measuring these variables can predict users’ adoption behavior of the to the 4G transactional mobile commerce. Analyzing the impact degree helps relevant operators to focus on the promotion and work arrangements.The innovation of this paper is that research on 4G transactional mobile commerce is less,the extended UTAUT model is constructed by adding new factors perception of self-efficacy and the applicability of the UTAUT model in the field of transactional mobile commerce is expanded. The article also gives a scale to measure the factors of 4G transactional mobile commerce. This scale is proved to be effective and reliable and can provide a reference for future research.