Research On The Influencing Factors Of Users' Continuance Intention Toward Mobile Shopping APP

Under the background of the wide popularization of mobile Internet,people generally start to use smart phones,iPads and other mobile terminal devices.The scale of users for online shopping and mobile shopping has been increasing year by year,which has promoted the rapid development of the mobile shopping industry,and also changed people's life and consumption patterns.As an emerging shopping mode,mobile shopping app breaks through the time and space restrictions of traditional physical shopping and PC online shopping,which is the expansion and extension of traditional online shopping.The key to the long-term development of relevant e-commerce operation enterprises lies in the continuous use of mobile shopping app by users.Based on it,this paper will further study the factors that affect users' intention to continue using mobile shopping apps,and seek ways to enhance their continuous use intention.Firstly,this paper expounded the background and significance of the topic,the key problems to be solved,the research methods and contents,and the innovation points of the research.Secondly,it defined the core concepts such as mobile shopping,mobile shopping app,and continuous use intention.In addition,through sorting,analyzing and summarizing the relevant theories and research literature at home and abroad,the paper selected the Expectation-Confirmation Model of Information System Continuance(ECM-ISC)as the basic model.Finally,combined with the characteristics of mobile shopping app itself and its users,six new variables are added into the basic model,namely,Perceived Ease of Use,Perceived Enjoyment,Perceived Quality,Perceived Price Advantage,Subjective Norm and Conversion cost,to build a research model of the influencing factors of users' continuance intention toward Mobile Shopping app,,and put forward the basic hypothesis propositions of this study.In the aspect of sample data collection,this study is divided into two stages: pre investigation and formal investigation.In the pre investigation stage,a total of 121 valid questionnaires were collected through the form of network questionnaire by convenient sampling method,and the reliability and validity of the scale were analyzed to further modify and improve the formal questionnaire.In the formal investigation stage,the online and offline questionnaires were used to collect large sample data needed for empirical study,and 418 valid questionnaires were collected in total.Then,SPSS19.0was used for statistical analysis of the sample data,including descriptive statistical analysis,reliability and validity test,normal distribution test and correlation analysis.Besides,with the help of AMOS23.0,this paper built the structural equation model(SEM),and then the model fit was evaluated,the significance of path coefficient was analyzed to explore the influence path and effect of each variable on the users 'continuance intention of mobile shopping app,so as to test the research hypothesis proposed in this paper.The empirical results of this study show that,except for Perceived Price Advantage and Perceived Enjoyment have no significant direct or indirect influence on users' continuance intention toward mobile shopping app,the other influencing factors are ranked in order of importance:Satisfaction(0.758),Expectation confirmation(0.612),Perceived Ease of Use(0.358),Conversion cost(0.240),Perceived Quality(0.225),Subjective Norm(0.182),Perceived Usefulness(0.140).All of these factors have a direct or indirect positive impact on the users' continuance intention toward mobile shopping app.At last,according to the conclusion of the research,we found the corresponding solutions for the e-commerce operation enterprises of mobile shopping app to improve the user's continuous use intention,and analyzed the shortcomings of this study,explained the problems that are worth further in-depth study.