Research On The Influencing Factors And Strategies Of Women's Mobile Shopping Consumption Intention

In recent years,with the rapid development of mobile Internet consumption in China,online shopping has become a popular way of life.Women are the most powerful consumer group.With the popularity of the mobile Internet,women's shopping enthusiasm has spread to the ubiquitous cyberspace,forming a huge potential consumer group.Therefore,it is of great significance to analyze and study the influencing factors of female consumers' intention to use mobile Internet for shopping,both in theory and in practice.Based on the literature review of behavioral factors,this paper extracts demographic,psychological and environmental factors with high applicability from the behavioral factors model,and introduces marketing factors to construct the research model.At the same time,macro-environment factors,micro-environment factors,lifestyle,affordability,satisfaction,perceived risk,word-of-mouth communication,commodity factors and service factors are refined as two-level variables from the aspects of environment,psychology and marketing.The future consumption intention of women in mobile shopping is studied as a dependent variable.The results show that there are differences in female consumers' consumption intentions with different demographic factors;environmental factors have an impact on female consumers' consumption intentions;macro-environment and micro-environment have a positive impact on female consumers' consumption intentions;the impact degree from high to low is micro-factor and macro-factor respectively;psychological factors have an impact on female consumers' consumption intentions,lifestyle,and consumption intentions.Payment ability and satisfaction have a positive impact on women's consumption intention.The degree of impact is from high to low: satisfaction,lifestyle,payment ability,perceived risk have a negative impact on women's consumption intention;marketing factors have a positive impact on women's consumption intention;word-of-mouth communication,commodity factors and service factors have a positive impact on women's consumption intention,and the degree of impact is from high to low.The low scores are service factor,word-of-mouth communication factor and commodity factor.Based on the conclusions of empirical research,the following suggestions are put forward: Segmenting the female mobile phone shopping market and implementing customized marketing.Provide a good development environment for mobile Internet shopping and develop installment payment method for mobile Internet shopping.Improve women's satisfaction with mobile Internet shopping and reduce perceived risk from the aspects of goods and services.