Research On The Influence Of E-commerce Usage Behavior Transfer From PC To Mobile Terminal

With the advent of the mobile Internet era,the popularization of 4G networks and smart mobile terminals,the mobile e-commerce market in China has developed extremely rapidly.It has become an important sales channel for the retail industry and occupies a large amount of market share.All sectors of the society have paid great attention to mobile e-commerce,and many scholars in the field of information systems and marketing have also invested in the research of mobile e-commerce.The acceptance and adoption behavior of m-commerce providers and the satisfaction degree of m-commerce providers have been deeply studied.However,among the potential user groups of mobile e-commerce,a large part is the users of traditional e-commerce at the PC side.Therefore,with the continuous expansion of mobile e-commerce,there must be a shift from e-commerce users to mobile terminals.therefore,this article is based on this perspective to explore the impact of various factors in the process of e-commerce user conversion on the user's willingness to switch.Based on the above background,this paper compares the acceptance and use of e-commerce and mobile e-commerce users,adopts the PPM migration theory as the main framework,and combines current status deviation theory,technology acceptance theory,and risk theory related research results to construct the theoretical model of this article.Afterwards,we present the research hypotheses.Specifically,this article regards PC-based e-commerce perceived barriers to shopping and dissatisfaction as push factors,and regards the relative usefulness and relative ease of use of e-commerce at the mobile end as pull factor,and regards PC-based user inertia as an mooring factor.Risk tolerance is a mediator variable.It explores the above-mentioned overall impact on the willingness of e-commerce users to switch from PC to mobile.In addition,this paper defines risk tolerance as a second-order forming construct,including two dimensions of functional and affective.According to the theoretical model,the questionnaire was made,and the structural equation model was used to statistically analyze the data through empirical analysis.The reliability and validity of the measurement model were first tested,and then the path coefficients of the structural model were analyzed.The research results show that the functional risk tolerance and affective risk tolerance both positively affect the conversion intention and the functional risk tolerance effect is more significant.The perception of shopping obstacles and dissatisfaction at the PC side and the relative usefulness and relative usability of the mobile terminal are positively affected the risk tolerance,while the PC users inertia have negative effects on risk tolerance.The results of the research support theoretical hypotheses and the degree of model interpretation is high.Finally,based on the results of empirical research,this paper analyzes the degree of influence of various constructs,and proposes specific suggestions on application development,platform services,risk management and control,and marketing strategies for e-commerce companies and traditional offline companies,with a view to be intense that has a place.in the mobile e-commerce market.