Earticle

초록

영어

With the wide popularity of mobile devices, e-commerce software in the mobile client forms a larger consumer market, which makes the volume of e-commerce transactions having a wide range of growth. As the consumers have a frequent contact with mobile devices, which makes consumers pay more attention to security and entertainment of the e-commerce software. Past mobile e-business research typically focus on the related factors about transaction process, like interface design, services and user experience, but seldom study the factors about consumers. On the basis of the TAM, this paper not only added perceived security and perceived entertainment, but also the consumers’ personality factors like subjective norm in TRA, into the model. The study shows that PU, PEU, PS and PE all will have direct or indirect effects on use attitude and use intention, and subjective norms and use attitude will directly affect the consumers' use intention. Through the empirical analysis we found that e-commerce operators not only make the consumers experience more of usefulness and ease of use, security, and entertainment in the technology and services, but also improve the popularity with the aid of the mainstream media propaganda and star power to enhance the public's normative beliefs, which will ultimately affect the user behavior of the consumers.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1. TRA (Theory of Reasoned Action) and TAM（Technology Acceptance Model）
  2.2. Perceived Security (PS)
  2.3. Perceived Entertainment (PE)
  2.4. Subjective Norm (SN)
 3. Research Hypotheses and Model
 4. Study Design
  4.1. Questionnaire Design
  4.2. Samples of the Study
  4.3. Reliability Analysis
  4.4. Validity Analysis
 5. Hypothesis Testing and Analysis
  5.1. Model Fitting
  5.2. Discussion and Suggestion
 Acknowledgements
 References

키워드

저자

• Yan Zhao [ China Center for Internet Economy Research in Central University of Finance and Economics, School of Management in Inner Mongolia University of Technology, Beijing China ]
• Ya-Ru Xue [ School of Management in Inner Mongolia University of Technology, Hohhot China ]
• Yan-Fei Jin [ School of humanities, Inner Mongolia University of Technology. School of University economic and of Management, Beijing Jiaotong University, Beijing China ] Corresponding author
• Jun-Wei Li [ HeBei Normal University for Nationalities, TangShan China ]
• Yi He [ China Center for Internet Economy Research in Central University of Finance and Economics, Beijing China ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Grid and Distributed Computing

• 간기

  격월간

• pISSN

  2005-4262

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605