| With the gradual penetration of mobile Internet for daily life,as well as the widespread use of smart phones,tablets and other portable mobile terminals,mobile commerce developed rapidly.As a new way of shopping,mobile shopping is a traditional online shopping from wired to wireless,from online to offline combined,from a fixed location of anytime,anywhere shopping expansion and extension of the new way to shop.More and more users began to accept it,they browse product information,online shopping,search orders and logistics information and other activities at anytime and anywhere through mobile shopping platform.However,mobile shopping industry's long-term development and success of platform operators must depend on the user's continued use,users moving client retention rate and the conversion rate to determine whether mobile shopping platform operators really profitable.At the crucial moment,market competition fierce in the mobile shopping and online shopping mobile penetration continued to improve,how to improve user stickiness of mobile shopping,for how to promote services for the user's needs of mobile shopping platform,and to explore the main impaction factors affecting mobile shopping users continuance intention have become key problems to be solved immediately.After a review of relevant literature found that,academics have used various models of mobile application initial adoption research in recent years.But this specific study of mobile application for mobile shopping,especially the study on sustainable use of mobile shopping has just started.In this paper,the concept,characteristics and development of mobile shopping were summarized for the current situation of domestic and foreign mobile shopping study and continuance usage intention.Based on the expectation confirmation model(ECM-ISC),integrated task-technology fit theory(TTF),flow theory(FT)and value-based adoption model(VAM),introduction of four new factors,the original theoretical model was extended to build a research model of mobile shopping continuance usage intention,and put forward 11 research hypotheses.This article bases on the empirical research and assumptions of the model were tested.Firstly,reference related field scholars' summary of classic scale,combined with the background of mobile shopping,through the pre-tested questionnaire,and ultimately the formation of a formal questionnaire about the continuance usage of mobile shopping,for a total recovery of 304 valid questionnaires.Secondly,use SPSS 22.0 to make descriptive statistics analysis,reliability analysis and validity analysis.Thirdly,use AMOS 22.0 to verify this structural equation model(SEM)and hypotheses,empirically verified model can effectively explain mobile shopping user continuance intention,explained 65.8%.Results show that except assumptions H1 and H8,the remaining nine assumptions are true.Finally,according to the results,continuance usage intention is influenced by six factors excepting perceived risk,which has no significant impaction on continuance usage intention.One of the most positive factors is perceived value,perceived value not only have direct effects on continuance intention,but also through perceived usefulness and satisfaction of its indirect effects.Other factors on the order of continuance intention influence from large to small are satisfied,the degree of expected confirmation,perceived enjoyment,perceived usefulness and task-technology compatibility.In the mobile shopping market competition,homogenization of serious circumstances,this study enriches the content and perspective of information system continuance usage and mobile commerce,has some significance for academia.According to the conclusions of this article,management of mobile shopping operators a degree of practical significance will help mobile shopping operators to improve and perfect platform functionality,quality and service,for a better quality of experience.And also interpret the limitations of this study and research prospects for the future. |
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