An Empirical Study Of Offline Merchant's Mobile Commerce Adoption Intentions From Life Services Market

The rapid development of mobile commerce make it increasingly become scholars' research hot spot. With the introduction of 4G networks and the popularity of smart phones and other mobile terminals, the concept of consumer's consumption and merchant's business philosophy are changing gradually,and mobile commerce has become a new business model. Merchant's adoption of mobile commerce is one of the important factors affecting the development of mobile commerce. Because of the low-level informatization and the influence of traditional business thought, Merchant's adoption of mobile commerce stays in wait and see attitude. Studies about mobile commerce are in the ascendant, consumer's adoption of mobile commerce research based on the technology perspective or social psychology perspective is the main focus. Because of the difficulty of data collection, merchant's adoption of mobile commerce research has just started. Most of them were qualitative research, and did not conduct in-depth discussion. Thus, the research of mobile commerce adoption from the perspective of merchants has important theoretical and practical significance.In this study, we firstly sort out the relevant theoretical models and literature, and randomly conducted in-depth interviews with the offline merchants from life services market. Based on Technology Acceptance Model, combined with the Innovation Diffusion Theory and Techniques-Organization-Environmental Model, we extracted the influence variables related to merchant's adoption of mobile commerce and build up a research model. Combined with the characteristics of the offline merchants from life services market, and through the maturity and integration of the existing domestic and international scale, we designed research scale formation of each variable in this study. The data in this study is mainly from the field research and a small part from the online research. We collected 255 valid questionnaires for the models'hypothesis testing. The results found that:perceived ease of use of has a significant positive effect on the merchat's perceived usefulness and adoption attitude.Perceived usefulness has a significant positive impact on the merchant's adoption attitude and adoption intention. Individual innovation has a significant negative impact on the mobile commerce perceived risk, while also has a significant positive impact on the mobile commerce adoption intention. Perceived risk is significantly negative affect merchant's adoption attitude and adoption intention. Consumer's adoption and competitive pressures are significantly positive affect merchant's adoption intention. Based on the results, we offered some recommendations for the mobile commerce service platform.The main value of this study is the establishment of research model to study factors that affect mobile commerce adoption intentions from the perspective of offline merchant's view. At the same time, through the field research, we collected the actual needs of offline merchants, extracting the corresponding research variable in the premise of logic and theory, and integrated it into the technology acceptance model, expanding the technology acceptance model's applications.The results of this study have some reference to the functional development of mobile commerce service platform and provide a theoretical reference for mobile commerce service platform for the company's marketing strategy development.