Chinese Customers Attitude and Adopt Intention on Mobile Commerce

摘要：

This research investigated whether perceived usefulness, perceived easy use, security and privacy, perceived behavior control can influence customer attitude, which in turn, leads to adopt intention for mobile commerce in China. Based on the data collected from 268 college students who are mobile users, we found that perceived usefulness, perceived easy use, security and privacy, perceived behavior control were positively associated with customer attitude and adopt intention. The study has also revealed that customer attitude has a partial mediation effect on the relation between perceived usefulness, perceived easy use, security and privacy, perceived behavior control and intention to adopt mobile commerce respectively. The empirical results provide strong support for the conceptual model, shedding light on the significance and relative importance of six constructs. The theoretical and empirical implications of these results are also for discussion.

关键词： adopt intention customer attitude m-commerce

作者: Wu Zhiping

作者单位: Economics and Management Departement,Hunan University of Arts and Science,Hunan,China

会议类型: 国际会议

会议名称: 2009 6th International Conference on Service Systems and Service Management( 2009 第六届服务系统与服务管理国际会议)

会议地点: 厦门

会议语种:英文

页码: 731-734

在线出版日期: 2009-06-08（万方平台首次上网日期，不代表论文的发表时间）