What are the characteristics of consumer behavior of mobile e-commerce?

Mobile e-commerce refers to e-commerce activities carried out by using wireless terminals such as mobile phones and handheld computers. The behavioral characteristics of mobile e-commerce consumers are as follows:

1.

The proportion of men is relatively higher. As can be seen from the data, the proportion of mobile Internet users is nearly twice that of women, and the gap between men and women is gradually increasing. Girls like shopping by mobile phone, while men have great demand in stock, finance, online financial management and personal account management.

2.

The main user groups are relatively young. Data research shows that consumers who surf the Internet through wireless smart terminals are mainly concentrated in the age group of 26-35, reaching 50.7%, with a high degree of youthfulness.

3.

White-collar workers and highly educated people are more active, which is different from the characteristics of PC-side shopping users. Users with high academic qualifications and white-collar workers are more sticky in the mobile network, replacing the position of the main student group in the past.

The decision-making factors of mobile e-commerce consumer groups are as follows:

1.

Personality characteristics of consumers: mobile shopping consumers' acceptance of new technology, perception of stimulation and attitude towards social interaction have an impact;

2.

Mobile terminal capability: there are some differences in technical characteristics between mobile network and wired network;

3.

Security and convenience of payment channels, etc.