Correlation Model Design between College Students of Xi’an and Mobile Electronic Commerce

DOI

10.2991/amcce-15.2015.131How to use a DOI?

Keywords

Mobile electronic commerce; correlation model; effect; path

Abstract

This paper analyzes influence factors of college students on their intention of using mobile online shopping for the first time. UTAUT theory is applied to the study on influence factors of college students’ initial usage of mobile online shopping. The paper introduces perceived risk and perceived enjoyment to UTAUT theory tentatively, constructs research model and obtains data by using questionnaire inquiry. This paper conducts empirical test on proposed research model. The results indicate that five influence factor variables have different ranking incidence on initial usage intention: effort expectation>social impact>perceived enjoyment> performance expectation>perceived risk. Through e-commerce, it can bring about stable and high-quality mobile shopping online demand to mobile electronic commerce enterprises.

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/).

Download article (PDF)

TY  - CONF
AU  - Yuling Liu
PY  - 2015/04
DA  - 2015/04
TI  - Correlation Model Design between College Students of Xi’an and Mobile Electronic Commerce
BT  - Proceedings of the 2015 International Conference on Automation, Mechanical Control and Computational Engineering
PB  - Atlantis Press
SP  - 1274
EP  - 1282
SN  - 1951-6851
UR  - https://doi.org/10.2991/amcce-15.2015.131
DO  - 10.2991/amcce-15.2015.131
ID  - Liu2015/04
ER  -