Research On The Influence Factors Of Mobile Commerce Users' Concept Drift Based On Social Learning

In recent years,with the great success of electronic commerce and rapid development of mobile technology,the way that shopping via mobile devices such as mobile phones and tablets is more and more get the favor of people,mobile commerce is in rapid development period now.In China,until the end of December 2015,the mobile phone users have reached 620 million.Relative to the huge number of mobile Internet users,the rate of mobile phone shopping users is low.It shows that the development rate of the mobile commerce is not high,and the huge market potential has not been fully excavated.Mobile commerce has gradually become the attention and research object of many scholars,under the circumstance of rapid development of mobile commerce,the behavior characteristics of mobile users and the factors that affect their purchase intention are problems to be solved.When consumers are shopping via mobile devices,it's very convenient for them to acquire product information and product review,and it formed the commodity information search behaviors on the network platform of mobile users before shopping.Based on Bandura's social learning theory,the process of information collection is the process of observational learning.The knowledge of a product or service that mobile user observational learned is a kind of cognition,the cognition of user is implicit,while purchase intention is external visible,it is the concept drift behavior of mobile user that purchase intention changes with hidden cognition.The purpose of this study is exploring the influence factors of users' concept drift under the environment of mobile commerce based on social learning theory.The concept drift behaviors of mobile users reflect the influence of the learned knowledge on purchase intention.Based on the reading of related literature,this paper argues that we can analyze the influence factors of purchase intention of mobile users from online review and mobile commerce trust.We select six variables to construct the research model and propose hypothesis,including the expertise of mobile user,the perceived risk of mobile payment,the review quality,the reputation of reviewer,the mobile technology and the reputation of mobile vendor.We design the questionnaire on the basis of classic scales of related literature considering the environment of mobile commerce.The main investigation objects are the users who experienced mobile commerce.We use the SPSS 19.0 to make reliability analysis and validity analysis,then,we use AMOS 17.0 to verify the structural equation model.According to the results of data analysis,the concept drift of mobile user is significant influenced by four factors,including the expertise of mobile user,the review quality,the mobile technology and the reputation of mobile vendor.The most significant variable is the reputation of mobile vendor.The perceived risk of mobile payment and the reputation of reviewer have no significant impacts on concept drift.In the end,this article explains the hypothesis test results,combining with the actual situation of mobile commerce and conclusions,and then we put forward some reasonable suggestions for the development of mobile commerce according to the empirical research conclusions.The relevant conclusions of this study have certain theoretical significance for the research of mobile commerce and practical significance for mobile vendor to attract and retain users.