A Study On The Influencing Factors Of College Students' Continuance Intention Of Mobile Shopping Platform

In recent years,with the promotion of mobile payment applications,more and more people turned to mobile shopping.Especially social shopping,community electricity supplier,live,VR,LBS + AR,020 shopping way were involved in the innovation,and the application of big data,the major electricity supplier platform to have the layout of the mobile terminal.In the future,the mobile shopping market will be an important battlefield for the market share of major commercial operators,Electronic business platform only in this fierce competition to gain the trust of users,improve user stickiness,and constantly tap potential users,in order to remain invincible in the fierce competition in the future.But how to attract users,only to study continuously users to understand the user experience,to listen to user feedback,solve their problems,the factors affecting users' continuance intention as far as possible to eliminate.so it is necessary to study the impact factors that affect the willingness of mobile shopping piatform users to use.Based on the theory of the technology acceptance model,extend the model of continuous use of information system-expectation confirmation model.Trying to construct a research model of influencing factors of college students' sustainable use of mobile shopping.In the original model,we add sensory entertainment,perceived risk,interactive experience,and perceived usefulness as perceived performance factors.In addition,we add individual factors and external factors,namely individual innovation and social impact variables,to make up the limitation of expectation confirmation model without considering the external factors.Based on the questionnaire to obtain the sample data,the object of study for college students,the survey area is area of Anhui Province,through the network survey,335 valid questionnaires,empirical analysis on sample data.The purpose of this study is to carry out research through combining qualitative and quantitative methods to,through the analysis of literature review on the theoretical basis of the research method on domestic and foreign mobile shopping and continuance of the research review and analysis of the lack of current research.The empirical analysis,based on the analysis and summary of factors students continue to use mobile shopping platform intention,determined the study variables,build the model of influencing factors of college students continue to use mobile shopping platform intention.In the proposed research hypotheses and model construction,first has carried on the questionnaire design,the small sample questionnaire in well designed questionnaire,on the basis of the revised final questionnaire,and then through the mediating effect test sample descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis,the intermediary variables,the final to prove the hypothesis,and the model is modified to achieve better fitting effect and the feasibility of the proposed the party and to the mobile shopping based on the conclusion of the study.Through SPSS 18.0 related and regression analysis was carried out on the sample data,verify the reliability of the building model,the results according to the factors affected by the influence from large to small order as follows:interactive experience,perceived usefulness,social influence,and individual creativity,perceived entertainment and perceived risk on continuance intention no significant effect,satisfaction,perceived usefulness,interactive experience plays an intermediary role between expectation confirmation degree and continuance intention,perceived risk and perceived playfulness in the Expectation Confirmation and continued use will not play an intermediary role between.Of course,the source of the sample data and the problem of regional differences.From the perspective of the research,such as mobile shopping platform classification and comparison,the types of mobile shopping.And this will not be the demographic variables in the model analysis,such as gender,age,education,the level of consumption,use mobile shopping frequency,monthly disposable income level and so on,these factors may exist differences in the impact of college students will continue to use mobile shopping platform.