Study of User's Adoption Behavior for Innovative Mobile Commerce - Take the Internet Chauffeured Car as an Example

Internet chauffeured car (abbreviated as ICC) is a typical representative of the innovative mobile commerce and has gained rapidly development in a short period. But research about its users’ adoption behavior is not reach. The changing market environment also makes it important for ICC platforms timely grasp their users’ adoption behavior characteristics. Our study is based on the user’s view. By introducing UTAUT and structural equation model (SEM), factors affecting the user’s adoption behavior and their influencing path are empirically analyzed. Results show that expected performance, trust tendency and initial trust all have positive effect on the user’s adoption behavior significantly. Convenient condition positively influences adoption behavior by initial trust as a mediator. But perceived risk’s expected negative influence on adoption behavior is not significant. The results can provide some reference for platforms to promote their service and make related management policies