Study On Users' Adoption Of Mobile Social Commerce Based On UTAUT2

The traditional electronic commerce has stepped into mobile commerce over the past few years,which accounted for 71% turnover at the end of June 2017.However,the growth rate of mobile commerce is slowing down restricted by user traffic.As the entrance of largest user traffic,social platform is expected to break through the bottlenecks of mobile commerce development and contribute to a new round of growth.Therefore,mobile social commerce has become a hot topic and drawn attentions from researchers and managers,marking the advent of electronic commerce 3.0 era.Considering the current situation,mobile social commerce user adoption model was built based on UTAUT2 integrated with perceived trust and risk in current study to identify the key antecedents of attitude towards shopping by mobile social commerce and determinants influencing adoption intention and to dig out the heterogeneity among different segments with the hope of helping business manager with market segment and developing customized strategies.Data collection is conducted by spreading self-administrated questionnaires online in this study.As a result,a total of 367 valid responses were filtered for subsequent data analysis.Confirmatory factor analysis was applied first to examine the reliability and validity,then,AMOS was used to calculate the structural equation model.It turns out that performance expectancy,social influence and perceived trust have significantly direct and positive influences on attitude towards shopping by mobile social commerce.It is beyond our expectation that effort expectancy,facilitating condition,hedonic motivation and perceived risk have no significant impact on attitude.Consistent with prior studies,attitude still plays the vital role in predicting behavioral adoption.After that,multi-group analysis was employed to test the cross-group validity of proposed model.The results shows that gender group and occupation segment maintain the invariance.It is found that perceived trust is main variable towards attitude in female group,but as for the male group,social influence,hedonic motivation and perceived trust are all included to have direct impact on attitude.When speaking of occupation group,perceived trust is the main concern among students,but performance expectancy,effort expectancy,social influence and perceived trust collectively influence the attitude of worker group.At last,latent class analysis was adopted to segment the samples into four clusters,which were separately named after mixed cluster,conservative cluster,sociable cluster and independent cluster.It is found that performance expectancy,social influence,hedonic motivation and perceived trust are key antecedents of attitude for mixed group.However,conservative cluster's attitudes are influenced by social influence and hedonic motivation.For sociable group,performance expectancy and perceived trust are main determinants of attitude.As for independent group,their attitude is formed by perceived trust and effort expectancy.Drawing from the consequences,business managers are advised to make full use of the power of opinion leaders and build positive image in users' heart to cultivate their perceived trust in the foundation of offering excellent physical products and services.Additionally,focusing on female group and student cluster in market segment will be effective and economical.Finally,it is suggested to actively establish user database and form user portraits with data mining technique to conduct precision marketing.