Study Of User's Acceptance Behavior On Mobile Online Shopping

The meaning of the mobile online shopping is to provide consumers with freedom and value,it will completely change the user's life.With the advent of the era of mobile Internet and the popularity of mobile devices,the consumers habits and behavior of shopping is gradually changing.Currently in the field of mobile online shopping research,users acceptance behavior is the focus of scholars' research at home and abroad.And the Extended Unified Theory of Acceptance and Use of Technology(UTAUT2)is the best model in explaining variances in information technology acceptance of customers field.So researching the influencing factors of accepting mobile online shopping in our country can not only explore consumer characteristics and consumption habits,but also can guide mobile commerce enterprises to stimulate the potential of mobile online shopping market,and promote the development of mobile commerce in China.Based on literature review,this paper put forward theoretical model of user's acceptance behavior on mobile online shopping.This model was formed by including trust into the theory of UTAUT2.There were seven variables which might influence user's acceptance behavior on mobile online shopping.The seven variables were performance expectancy,effort expectancy,facilitating conditions,social influence,price value,hedonic motivation,trust.Besides,making a reference of maturity scales of foreign and domestic research on the variables,we design the questionnaire of this study,through empirical research analysis on sample data we can get the degree of various factors affecting on users' intention and behavior as well as the relationship between various factors.What's more,This paper also analyzed whether personality exist obviously difference in the use of mobile online shopping.Finally,this study verified the theoretical model's validity this research proposed.This study verified the applicability of UTAUT2 in our country,and the results showed that variances explanation of the model is improved after we incorporate the trust into the UTAUT2.At the same time,the empirical research results show that each variable has a direct or indirect impact on the use of consumers' behavioral intention and actualusage.Through the analysis of research data,major conclusions include: hedonic motivation,trust,social influence and ease of use expectancy have significant positive on user's behavioral intention;trust and ease of use expectancy have significant positive on user's actual usage;performance expectancy and price value conduct no correlation to behavioral intention.Besides,this research found personality exist obviously difference in the use of mobile online shopping.On the basis of research conclusions,suggestions are put forward for mobile commerce enterprise in China.