A Study Of Characteristics Of Mobile Shopping Impact On Customer's Usage Intention

Science and technology change people's lifestyles.With the rapid development of wireless network technology and mobile intelligent terminals,mobile e-commerce came into being.As an important form of mobile e-commerce applications,Mobile shopping has quickly spread from the young population to the general population.As a new trend in the development of e-commerce,mobile shopping is not only get rapid development and utilization in the business community,but also has been paid more attention in academic world.In practice,compared with Japan and South Korea and Europe and the United States,China's mobile shopping is in the stage of development.The consumers using mobile shopping are relatively small,and the consumer market still has much room for improvement.Given the mobile shopping has unique advantages,and the high penetration rate of mobile terminal equipment in the crowd,how to improve the customer wishes to use the mobile shopping is bound to become an important topic of enterprise marketing and the development of electronic commerce.In this paper,using S-O-R model and based on the customer's perspective,firstly to investigate the influence of mobile shopping characteristics on customer's use intention;then to explore the role of customer perceived value in the relationship between mobile shopping characteristics and the intention to use;finally to examine demographic variables as control variables whether there are significant differences on mobile shopping characteristics,customer perceived value and willingness to use.In this study take college students and young people who have been in work as the research object.A questionnaire on the customer with mobile shopping experience through the online questionnaire and collect data,finally got 252 valid questionnaires.Analyze the collected data by SPSS21.0 and AMOS 17.0,through the correlation analysis and multiple stepwise regression analysis,the following conclusions are drawn:(1)The convenience,personalization and context of mobile shopping have a significant positive impact on the customer's willingness to use.Among them,the influence of the convenience of the customer's willingness to use.(2)The convenience of mobile shopping is the main factor to affect the value of a function,individuation is the main factors that affect the emotional value,situations is the main factor affected the social value,and value function is the main factor affecting customer use.(3)Customer perceived value plays an intermediary role in the relationship between convenience,personalization,context and intention of mobile shopping.(4)Demographic variables have no significant difference on the characteristics of mobile shopping,customer perceived value and willingness to use.