A Research On User Behavior On Mobile Shopping APP Based On UTAUT Model

With the rapid development and popularization of the Internet,e-commerce has gradually extended to customers.Online shopping has become an essential way of shopping.Online shopping provides more choices for consumers,and improves the efficiency of transaction.Therefore,online shopping has widely accepted by many people.In recent years,with the development and popularization of smart phone and other mobile terminal equipment applications,a variety of APP was developed.APP is the abbreviation of the term "Application" in English,meaning "application".APP is installed on the client devices and is a function extension of the mobile terminal devices.The appearance of APP not only increased the function of smart phones,but also quietly changed people's lives and behavior habits.In this trend,the online shopping providers have also designed and developed their own mobile shopping APP applications to seize the user's mobile desktop,to seize the APP market.Shopping APP compared to the traditional shopping site,has a more prominent marketing advantages.For example,shopping APP makes company more easily to provide marketing news,thereby enhancing the loyalty of users,and achieving better marketing results.Shopping APP makes people's online shopping extends from the PC side to the offline mobile side,so shopping is more convenient,and people can buy and pay anytime and anywhere.Therefore,mobile shopping has gradually become a popular way of shopping.Mobile shopping,as a new type of shopping,will definitely change consumers'shopping behavior.When online shopping providers all developed their own shopping APPs,the competence tends to be more and more intense.So,it is quite important to design the shopping based on users' needs.And this requires a comprehensive understanding of user behavior and figures out what kinds of factors could affect the acceptance of shopping APPR Therefore,based on the Unified Theory of Acceptance and Use of Technology(UTAUT),this paper studies the influencing factors of the users' acceptance and use behaviors on shopping APP.On the basis of the four influencing factors(performance expectation,hard work expectation,social influence and promotion factor)from the original model,this paper added two new factors that are perceived risk and hedonic motive according to the characteristics of mobile shopping APP.Then this study built a theoretical model and put forward the research hypothesis.The data were collected through the questionnaires.This paper uses AMOS to verify the hypothesis of this paper.Finally,the results of empirical research in this paper show that performance expectation,effort expectation,social influence and hedonic motive have positive effects on the user's behavior intention,and the intention has a positive effect on the use behavior.The results also show that the facilitating condition has a positive effect on the use behavior.Based on the research results,this paper puts forward some promotion strategy for designing and developing shopping APP,and provides reasonable suggestions for the operation of shopping APP.