A Study of the Factors Influencing Consumer Intention of Mobile Shopping Based on Structural Equation Modeling

摘要

With mobile shopping developing rapidly in our country, it is very urgent for companies to grasp the methods that can stimulate consumer intention of mobile shopping, but the researches about this are not enough. Thus, this paper discussed the factors that influencing consumer intention of mobile shopping through structural equation model, literature research and other methods. The results show that consumer innovativeness, convenience, and entertainment have positive impacts on consumer intention of mobile shopping. The results cannot only enrich the behavior research theories of mobile shopping, but also can provide guidance for enterprises to develop mobile sales terminal marketing activities and for the government to construct mobile technology environment.