Analysis of College Students Adopting Mobile E-commerce

Abstract

This paper is based on the the technology acceptance model (TAM), with reference to the theory of reasoned action (TRA) and theory of planned behavior(TPB). Subjective norm is added as intermediary variable, and the independent variables include perceived risk, perceived cost, external influence, social influence, innovation, affinity, compatibility. Meanwhile, test is applied to the theoretical model and hypothesis, thus the final updated model comes into being. According to the study, perceived usefulness, perceived ease of use, social influence, subjective norm, innovation and compatibility will positively influence consumers' intention to do mobile shopping, while perceived cost will affect consumers' intention to do mobile shopping in a negative way.