Research On The Factors Influencing The Willingness Of College Students To Use Shopping APP Based On VAM

With the rapid development of mobile Internet technology,the audience of mobile Internet in China is becoming more and more popular,and the mobile Internet shopping market has shown great potential for development.By the beginning of 2018,the scale of mobile Internet shopping in China has exceeded 500 million,an increase of 12% over2017,and the proportion increased from 64% to 67%.At the same time,online retailing continues to grow at a high speed,and the total annual transaction volume is 71751 billion yuan.With the popularization and popularization of smart phones,PC users are tilting towards mobile terminals.It is expected that the scale of Chinese mobile Internet shopping users will further grow.Therefore,it is very important for the development of the mobile Internet shopping market to study the consumer's real demand for the shopping class APP and to study the influence factors that affect the consumer's willingness to use the shopping category APP.This paper first analyzes the characteristics of APP and the status quo of the development of mobile online shopping.On the basis of this,it searches and studies a large number of related theories and literature about online and offline shopping,including the technology acceptance model,the theory of perceived risk and the theory of perceived value acceptance.Then,on the basis of the user value acceptance model,on the basis of the user value acceptance model,three variables,perceived risk,service quality and perceived popularity,are added in accordance with the specific characteristics of perceived risk theory and network shopping APP and the specific characteristics of College Students' behavior characteristics,and the research model of this study is constructed and data analysis is carried out.And the test of the research hypothesis.First of all,the data are obtained through the issuance and recycling of questionnaires,and then SPSS software is used to analyze the data,multiple regression analysis and intermediary effect analysis.It is concluded that the variables that directly affect the willingness of APP users to use online shopping are the perceived value of APP users.Besides the perceived cost,it is aware of the usefulness,system quality,perceived risk,and the perceived cost.Service quality andperceived popularity both have indirect effects on user intention through mediating effect of user perceived value.Finally,the research results are summarized and discussed.On the basis of the analysis of the willingness to use,the paper puts forward some suggestions on the network shopping platform APP,and then summarizes the shortcomings and prospects of the research.