| With the popularity of mobile devices and the rapid development of mobile communication technology, mobile electronic commerce with its mobility, timeliness, personalized, convenient and based on the advantage of location service in a large extent changed the people’s shopping habits and shopping style, and have a stronger and deeper impact on people’s work and life. Mobile shopping makes the consumers no longer adhere to space constraints and they can buy the goods what they want to buy within 24 hours, which improves the efficiency of the consumers’ online shopping, at the same time, which increases the frequency of consumers to buy goods on the mobile business platform. The display and the application of mobile e-commerce will bring business value change, FMCG is regarded as one of the products of the fierce market competition, it has the momentum of rapid development and it has broad market prospects, researching the influencing factors that the consumers buy consumer goods on the mobile business platform by using mobile devices is of great value on FMCG goods mobile business enterprise.However, the articles that the scholars have researched the fast moving consumer goods in the mobile electronic commerce are introductory, there is little empirical research which is about fast moving consumer goods on mobile electronic business platform. In fact, the factors that affect consumers’ willingness to purchase the fast consumer goods on the mobile electronic business platform have a key role in the development of the fast moving consumer goods enterprises in the field of mobile e-commerce, these factors can even determine a fast consumer goods enterprise rise and fall in the field of mobile electronic commerce.This study is based on existing researches and made a conclusion on FMCG products, mobile business platform, consumer shopping attitudes, perceived behavioral control and the consumer online purchasing intention, and this study made the integration of online consumer behavior theory TRA, TPB and TAM model, and from the perspective of consumers’ purchasing intention on the electronic commerce platform to buy fast consumer goods, at the same time, this study constructs 11 dimensions of the model framework by combing with the real life of consumers in the electronic commerce platform to buy fast moving consumer goods. This article makes an empirical analysis of these factors and explores the factors that affect consumers’ purchasing intention by using SPSS and structural equation model(SEM). This study found that perceived enjoyment, mobile phone exclusive price, convenience, easy to use, risk perception and personalized recommendation influence consumers’ purchasing intention by shopping attitudes; Consumers’ self innovation has no significant effect on consumer’s perception behavior control; Self efficacy perception influences consumers’ purchasing intention through perceived behavioral control; Consumers’ perceived enjoyment as added path will have a significant positive impact on consumers’ purchasing intention to buy fast moving consumer goods on mobile electronic commerce platform. In this paper, it aims to study the FMCG goods mobile business platform influence consumer’s purchase intention based on online consumer behavior theory in order to provide the proper suggestions for FMCG industry in the field of mobile electronic commerce. |
