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The Study of Consumers’ Acceptance Model Based on UTAUT

Author: ChengXiaoZuo
Tutor: WangLuZhuang
School: Zhejiang University
Course: Business management
Keywords: Mobile Commerce UTAUT model Perceived cost Individual innovative Structural equation modeling
CLC: F626
Type: Master's thesis
Year: 2011
Downloads: 341
Quote: 0
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Abstract


Mobile commerce business transactions using a mobile device over the wireless network , a new business model . Mobile commerce in China has a huge market size and development space, and gradually occupy an increasingly important position in the world in the field of mobile commerce at the same time . Therefore, the research on mobile commerce in China is causing more and more attention of scholars at home and abroad . This study is based integrated information technology acceptance and usage model ( UTAUT ) to test its applicability in China , according to the actual situation of the Chinese market , on the basis of UTAUT added two new variables , build a model of this research ; way through the web-based survey collected more than 300 questionnaires , AMOS and SPSS software to analyze data ; tested the hypothesis put forward in the research model , in order to determine the key factors of the mobile commerce users in China to accept ; addition, survey foreign users to accept the position of the mobile commerce , comparative analysis of the differences in perception of Chinese and foreign research model variables . The innovation of this study is to verify the applicability of the UTAUT in the Chinese context ; build mobile commerce user acceptance model in the Chinese context ; comparative study of the user data of the different countries , to explore the cultural variable after impact . This study can provide management recommendations for Chinese and foreign mobile commerce operators to provide policy advice to the relevant administrative departments to provide a new model for mobile commerce research , can promote faster development of mobile commerce in our country .

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