| With the rapid development of mobile terminal technology and mobile Internet technology,people's shopping forms have changed dramatically.Their mobile shopping habits have been basically formed,and their acceptance of mobile shopping has also been rapidly promoted.Mobile shopping is becoming a trend.At this stage,the consumption market of mobile shopping for urban residents is gradually saturated,in order to further expand the scale of the market,e-commerce giants such as Ali,JingDong and other ecommerce giants began to accelerate the infiltration of migrant workers with low educational background and low income.,tap its consumer potential in mobile shopping.However,migrant workers have been in a weak position in social,economic,political and cultural aspects for a long time,and the lack of education level and Internet skills has been an important factor hindering migrant workers' mobile shopping.At the same time,mobile shopping brings fast and convenient life to migrant workers,and the inequality of new information technology also arises.To a certain extent,the individual difference of migrant workers leads to the differentiation of the ability to acquire,deal with and share information within this group by using new technology,and the digital divide begins to be highlighted.This paper takes the migrant workers as the research object,the literature method,the questionnaire survey method and the depth interview method as the research method,explores whether the different individual difference of migrant workers have the digital divide to the mobile shopping,and their manifestation and degree.The results showed that age,sex,level of education,marital status and monthly income level have significant differences on the access gap and usage gap of the mobile shopping,age,sex,level of education,have significant impact on the access gap and usage gap of the mobile shopping,and age,level of education,the use attitude of Mobile Shopping have significant impact on the usage gap of quality of the mobile shopping. |
