RESEARCH OF INFLUENCES FOR M-COMMERCE SERVICE TO CHINESE FARMERS' CONSUMPTION NETWORK

摘要

There is an interaction between adoption of M-commerce services and con sumer behavior of Chinese farmers. Based on the traditional impact factor models of consumer network, this paper explores the social network factors, and analyzes the direct influences of M-commerce service on farmers' consumer behavior and the indirect effects of consumption network. To extract relevant factors, and propose hypotheses and mod els. After questionnaire design and data collection, to carry out reliability and validity analysis by SPSS, and test hypotheses and the models by AMOS. This paper verifies the influences by the characteristics of M-commerce service and the structural characteristics of farmers' consumption network to farmers' consumer behavior.