The Study of Influencing Factors of Mobile E-commerce Software Use Intention-based on TAM and TRA

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.