A Study Of The Influence Factors Of Consumrrs' Acceptance Of E-commerce Platform

Along with the popularization of smartphone and the rapid development of the mobile Internet,mobile E-commerce has become an important form of E-commerce.This article,referring to classical models including technology acceptance model and combining the characters of E-commerce platforms in real term,has attempted to establish a influence factors model of consumers' acceptance of E-commerce platform.An empirical study with questionary survey has been conducted to gain statistics which have been analyzed for tests of the model.Through this process,the influence of attitude and subjective norms on will of acceptance has been discoverd.As revealed by the study,perceived usefulness,perceived ease of usefulness and individual innovation will positively influence the attitude,while perceived risk and perceived cost will negatively influence the attitude.What's more,the interactiveness will negatively influence the perceived risk.Based on the result of the study,suggestions for the development of the E-commerce platforms has been proposed.