消费者创新性对移动购物行为的影响机制研究--基于计划行为理论视角.pdfVIP

Vol No Journal of Dalian University of Technology Social Sciences Jul F A X Mechanism of Influences of Consumer Innovativeness on Mobile Shopping Behavior from a Perspective of Theory of Planned Behavior LIU Yizhi TANG Dingna School of Business Administration Zhongnan University of Economics and Law Wuhan 430073 China Abstract T heory of planned behavior is a f amous relationship theory on attitude behavior and it has good ex planatory and predictive pow er on individual behavior Based on theory of planned behavior w e conducted an empirical study ex ploring the inf luence mechanism of consumers innovation on their mobile shopping behavior T he result s show that there are no sig nificant eff ect s of consumer innovativeness on mobile shopping subjective norm s w hich have no sig nif icant eff ect s on mobile shopping intention A nd consumer innovativeness has sig nif i cant eff ect s on consumers mobile shopping intention by consumers mobile shopping attitudes and perceived control w hich sig nificantly aff ect s the mobile shopping behavior w hile mobile shopping intention play ed a par tial mediating role betw een mobile shopping perceived control and mobile shopping behavior Key words theory of planned behavior consumer innovativeness mobile shopping CN NIC PC B Email liuy