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In the era of the user is king, expanding the user base of mobile shopping has become a business access to key first-mover advantage. Only through the good emotional reaction of the customer's mobile shopping process could we convert customer cognition to use intention of mobile shopping. This paper analyzes the influence path of customer cognition on the use intention of mobile shopping to propose the user expansion path of mobile shopping. Thus, proposes mobile shopping user expansion path from the customer cognition and customer emotion, in order to provide information and reference for the business practices. Keywords-mobile shopping; customer cognition; customer emotion; competitive advantage; expansion path

The Expansion Path and Strategy of Mobile Shopping User Group based on Customer Cognition and Customer Emotion