The Empirical Study on Acceptance Behavior Of Shared Community APP Users Based On UTAUT

Abstract

With the rapid development of Internet and smart phone technology, community e-commerce is impacting our life with irresistible trends and widely concerned. Based on the in-depth analysis of the existing problems in the development of E-commerce on Social Network, this thesis constructed a model of influencing factors of user acceptance behavior of shared community APP users. An empirical test was carried out on 757 valid questionnaires. The results showed that performance expectations, contributing factors, perceived risk and trust tendency had a significant impact on community residents' acceptance of APP products in shared communities. based on this, the countermeasures and suggestions for the development of community e-commerce are put forward.