Empirical Study and Model of User’s Acceptance for Mobile Commerce in China

Merchants urgently need to investigate consumers’ willingness to accept mobile commerce and what factors influence their acceptance since the spring up of mobile commerce. By means of surveying Chinese consumers with questionnaire, this paper take consumer as research object to analyze their attitude toward using and influence factors about mobile commerce based on the user acceptance theory. The research result shows that consumers’ attitude toward using is influenced significantly by perceived usefulness, perceived cost, perceived entertainment and its own development of mobile commerce, especially the factor of perceived usefulness. Although the trial ability of service doesn’t influence attitude toward using directly, it has indirect effect on attitude toward using through perceived usefulness.