Research On The Users'usage Intention Of Mobile Social Electronic Business

With the progress of Internet technology and social networking platform booming,the combination of traditional e-commerce and mobile social networks,gave birth to mobile social electronic business."Jingdong WeChat shopping","mobile QQ shopping","microblogging shopping" as the representative of the mobile social e-commerce is developing rapidly.On the one hand,users who in mobile social networks,not only communicate with others,but also share shopping information.With the help of WeChat,QQ and other social platforms,users can do e-commerce activities while they are communicating.Users accept mobile social e-commerce,means that users are willing to share production information or purchase goods and services from mobile social platform.In this paper,we found that "trust","perceived risk" tend to affect the user's intention to use online shopping based on the literature.Based on UTAUT,this paper introduces "trust","perceived risk" and "perceived enjoyment" on the basis of original model independent variables:performance expectancy,effort expectancy and social Influence."performance expectancy"?"effort expectancy"?"social Influence"?"perceived risk" and "perceived enjoyment" as independent variable,"trust" as mediator variable,and the research model has been set.The questionnaire was collected through the network,and the data were collected.SPSS and AMOS software were used to analyze the effective 425 questionnaires.The following empirical results were obtained:(1)"trust"?"social Influence"?"perceived enjoyment"?"performance expectancy"?"effort expectancy" expect a positive impact on the use of mobile social e-commerce,user"perceived risk" has a negative impaction on the use of mobile social e-commerce intention."trust" has the greatest impact on users willingness,followed by "performance expectancy"?"perceived enjoyment"?"perceived risk"?"social Influence"?"performance expectancy".(2)The user's "trust" plays a mediating role between "performance expectations","perceived risk","perceived enjoyment" and users willingness to use mobile social electronic business.Finally,based on the empirical results,we give the recommendations to mobile social e-commerce:reduce perceived risk,improve the user's trust;provide personalized services to improve user perceived usefulness;and improve user perceived interesting;attention to social impact,play word of mouth influences.