Analysis of College Students Adopting Mobile E-commerce

DOI

10.2991/amcce-15.2015.99How to use a DOI?

Keywords

mobile e-commerce; adopting behavior; application

Abstract

This paper is based on the the technology acceptance model (TAM), with reference to the theory of reasoned action (TRA) and theory of planned behavior(TPB). Subjective norm is added as intermediary variable, and the independent variables include perceived risk, perceived cost, external influence, social influence, innovation, affinity, compatibility. Meanwhile, test is applied to the theoretical model and hypothesis, thus the final updated model comes into being. According to the study, perceived usefulness, perceived ease of use, social influence, subjective norm, innovation and compatibility will positively influence consumers' intention to do mobile shopping, while perceived cost will affect consumers' intention to do mobile shopping in a negative way.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yuling Liu
PY  - 2015/04
DA  - 2015/04
TI  - Analysis of College Students Adopting Mobile E-commerce
BT  - Proceedings of the 2015 International Conference on Automation, Mechanical Control and Computational Engineering
PB  - Atlantis Press
SP  - 532
EP  - 539
SN  - 1951-6851
UR  - https://doi.org/10.2991/amcce-15.2015.99
DO  - 10.2991/amcce-15.2015.99
ID  - Liu2015/04
ER  -