Abstract:Based on the technology attribute and commodity attribute of scenic areas' mobile commerce, this paper established the structural equation model of factors influencing tourists' usage of scenic areas' mobile commerce. Using the data collected from online questionnaire survey, the hypothesis and conceptual model were empirically tested and verified. Results show that perceived usefulness, perceived ease of usage and subjective norms are the key factors exerting influence on tourists' usage of scenic areas' mobile commerce. Meanwhile, perceived ease of usage and subjective norms are significantly and positively associated with tourists' perception of scenic areas' mobile commerce's usefulness. Finally, advices are provided for developing scenic areas' mobile commerce, as well as for future research.
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