The Effect Mechanism Research On Mobile E-commerce Client User's Perception To The Stickiness

As the mobile becomes more popular in the world,and mobile network improves constantly, the pattern of consumption has changed enormously. Mobile client can provide a superior service which PC client and offline entity can't achieve, satisfying the consumers' demand for convenient and efficient, and making mobile electronic commerce developed rapidly in a short period of time. More and more companies begin to guide consumers to use mobile client, and develop a habit to keep consumer using it, it's the stickiness that will be studied in the research. So, it's a priority to create consumer stickiness for these mobile Internet companies. Mobile Internet as an emerging industry, the most of relative researches are about the structure of business, market and so on, however there are few relative researches based on the perspective of the consumer. And these researches about stickiness are also one-sided, mainly focus on the direction that consumers continue to use mobile client, leading to ignore the attraction in the initial stage of stickiness.Consulting the summary of all above relative literature, the research will divid stickiness into Reset stickiness (consumers change used habit) and Repeat stickiness (consumers keep the used habit), then combined with TAM and ECM_IS respectively, to create the Reset stickiness model and Repeat stickiness model. Reset stickiness model adds three subjective factors based on TAM:perceived value and perceived risk and path dependence, to explore the subjective factors that users accept mobile client. Repeat stickiness model adds three subjective factors based on ECM_IS:flow experience, trust and perceived cost, to explore the subjective factors that users continue to use mobile client. Research collects data with questionnaire, then analysis data with SPSS20.0 and AMOS22.0, finally get the following conclusion:perceived usefulness, perceived easy usefulness, perceived value and, and attitude can impact reset stickiness intention positively, however perceived risk and path dependence impact reset stickiness intention negatively. The influence coefficient of perceived value is the highest, and then path dependence, perceived risk, perceived usefulness, perceived ease usefulness. Perceives usefulness, expected confirmation, flow experience and trust can impact repeat stickiness intention positively, only perceived cost impacts repeat stickiness intention negatively.The influence coefficient of trust is the highest, and then perceived usefulness, flow experience, perceived cost, expected confirmation.