Research On The Factors Influencing Users’ Two-dimensional Code Mobile Shopping Based On Technology Acceptance Model

The two-dimensional code technology,as a new technology, has been applied in mobile shopping, and it has become a popular online shopping way. The premise condition of two-dimension code shopping development is that user would like to accept and use this new way for shopp ing. Whether users accept this way or not affect the success of two-dimension code shopping mode. This study explored the factors and mechanism which affect consumers’ two-dimensional code shopping behavior.Based on the analysis of two-dimensional code application in C hina mobile shopping areas and factors which influence consumers to use this new information technology. Through literature review, and user’s intention investigation, based on technology acceptance model, this paper summed up the characteristics of two-dimensional code mobile shopping and extracted the influence variables, we proposed the two-dimension code shopping technology acceptance model. Then we developed the user acceptance questionnaire of two-dimension code shopping, and conducted a questionnaire survey, finally we verified the relationship among the important factors which affect consumers to accept the two-dimension code shopping through empirical data, and explored the various factors. The methods of reliability analysis and factor analysis were used, and the sample data had high credibility, certain stability and consistency for each class options in the questionnaire were proved. What’s more, the structural equation model was used to verify the assumptions of the relationships among various potential variables, and eventually the two-dimension code shopping technology acceptance model was modified, At last, we interpreted and analyzed the research results.The empirical results show that perceived usefulness and perceived entertainment are the most critical factors in two-dimension code shopping. Perceived ease of use, perceived cost, perceived risk, perceived behavioral control, easily influenced by others are also the factors of two-dimension code shopping. However, network externality had no significant effect on user’s attitude. The empirical results are expected to provide reference and decision for market parties or decision makers, to promote the development of China’s two-dimension code shopping platform, and it can also provide reference for the development of other mobile commerce application.