An Empirical Study On The Purchase And Sustainable Use Of Mobile Business Users

With the popularity of mobile commerce, mobile information technology and e-commerce to achieve the perfect combination .In recent years, the mobile business research to accept the will and willingness to use the main. For mobile business enterprises, mobile users will be willing to buy and the willingness to use is the key to the healthy and rapid development of the enterprise. Based on the theory, this paper discusses the influencing factors of mobile users' willingness to purchase and the willingness to use them, and uses the empirical method to verify the results.First, as an important part of mobile commerce, 020 mobile business is developing rapidly and increasingly popular. Based on the fairness theory and benefit-risk assessment (BRA) model, from the perspective of improving the perceived fairness of consumers, the influencing factors model of consumers' willingness to buy in 020 mobile business environment and the empirical analysis of 235 valid data collected by structural equation model through questionnaire. The results show that the perceived benefits of 020 mobile business consumers are influencing their willingness to buy, and perceived risk negative impact on their willingness to purchase. It embodies the material incentive and quality of service, which reflects the interaction of fair and perceived interaction and the perception of fairness Safeguarding has an indirect impact on the willingness to buy by raising the fair perception of the consumer, affecting the perceived benefit or perceived risk of the consumer.In order to further deepen the research on mobile commerce, this paper takes mobile shopping as the research object. Mobile shopping is a mobile business model that provides shopping services, and it realizes the perfect combination of mobile and shopping. With the popularity of mobile shopping, users of mobile shopping applications continue to use the issue caused widespread concern. Based on this, to mobile shopping as the situation, this study on the user's willingness to use the depth of the factors to explore .Based on the theory of immersion and privacy calculation, the user's mobile shopping experience is reflected in three stages and the theoretical framework is put forward. The questionnaire is used to collect the valid data of 349 mobile users, and the structural equations are carried out using SPSS 19.0 and AMOS22.0 Path analysis. The results show that perceived quality, perceived interaction and perceived pleasure in the characteristics of mobile shopping applications significantly improve user trust, in which the perceived pleasure has the greatest impact, while perceived quality and perceived pleasure can significantly alleviate the user's privacy concerns; reflect user characteristics The degree of involvement and self-efficacy have a positive impact on their trust, while high degree of attention and high degree of involvement will ease the user's concerns about privacy and security; The user is able to use the mobile shopping application by weighing the trust and privacy concerns, and trust and privacy concerns can indirectly affect their willingness to use by influencing the user's self-disclosure intention,and the user's willingness to disclose information on mobile shopping applications Continued use will have a significant positive impact.The research conclusion provides some theoretical guidance for the mobile business enterprises to formulate the incentive measures to stimulate the users' purchase intention.At the same time, it provides a theoretical basis for the comprehensive and in-depth study of the willingness of the mobile users to continue to use, to keep the users, Profits provide countermeasures and suggestions.