Open AccessAn Empirical Study on the factors affecting the Student’s Willingness to Use of Mobile Social E-commerce Based on UTAUT 2
Author(s) -
Nan Huang,
Haifan Wu,
Linlin Han
Publication year - 2021
Publication title -
iop conference series. earth and environmental science
Language(s) - English
Resource type - Journals
eISSN - 1755-1307
pISSN - 1755-1315
DOI - 10.1088/1755-1315/692/2/022046
Subject(s) - psychology , structural equation modeling , mobile commerce , social commerce , empirical research , social influence , risk perception , descriptive statistics , sample (material) , social psychology , marketing , social media , business , computer science , perception , statistics , mathematics , chemistry , chromatography , neuroscience , world wide web
With the rapid development of e-commerce, mobile social e-commerce has been accepted by consumers. College students are the main components of netizens. This study integrates the variables of perceived trust and perceived risk based on the UTAUT2 model, and constructs an influencing factors research model on student users’ willingness to use mobile social e-commerce. Moreover, an empirical analysis is conducted aiming at the sample data obtained by users in colleges and universities. SPSS24.0 is used to accomplish the analysis of the descriptive statistical, AMOS24.0 is used to conduct the structural equation model verification. In the study, it is found that the willingness for college student to use mobile social e-commerce is positively affected by perceived trust and negative influence by perceived risk. The hedonic motive affects college student’s willingness to use mobile social e-commerce through influencing the perceived trust and the performance expectation.