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Journal of Applied Sciences
  Year: 2014 | Volume: 14 | Issue: 9 | Page No.: 901-909
DOI: 10.3923/jas.2014.901.909
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Study on Mobile Commerce Customer Based on Value Adoption

Luo Chunxiang

The core of the mobile-commerce value chain is the users, their perceived value decide the development and evolution of Mobile-commerce industrial. The study analyzes customer’s value of M-commerce, proposes an adoption model for Mobile-commerce users and which is verified by the questionnaire data and (structural equation model) SEM method. The results show that perceived usefulness has more direct effect on user’s perceived value and free connects influences user’s trust and perceived value positively. The findings also demonstrate that consumers’ perception of the value of Mobile-ecommerce is a principal determinant of adoption intention. As the mobile commerce industry is getting closer to the users and model innovation combined together will be full of vitality, users choose Mobile-commerce not only because of its function, but also the enjoyment experience. Service providers and location-based information and service will be the hot topic in the development of mobile commerce.
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How to cite this article:

Luo Chunxiang , 2014. Study on Mobile Commerce Customer Based on Value Adoption. Journal of Applied Sciences, 14: 901-909.

DOI: 10.3923/jas.2014.901.909






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