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

摘要

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.