중국소비자의 모바일 쇼핑 서비스 수용요인에 관한연구

Abstract

This study investigated the acceptance factors on usage intention of mobile shopping service in China. The results of the study were as follows. First, contextual offer and ubiquity are positively related to perceived usefulness. Second, information leakage risk is negatively related to perceived usefulness. Third, perceived usefulness is positively related to usage intention of mobile shopping service. fourth, perceived easy of use is positively related to perceived usefulness and usage intention of mobile shopping service. Based on the results, managerial implications for mobile shopping service are discussed. Finally, the limitation of this research and further research issues are suggested.