Impact of service characteristics of mobile homepage and characteristics of small business operator on purchasing intentions of consumers

Abstract

Mobile advertisements are growing rapidly with the spread of smartphones, but research on the latest mobile advertisements is limited. In this research, based on the technical acceptance model, we analyze the characteristics of service of mobile homepage, interactivity, mobility reliability, stability, security, information characteristics and characteristics of small businesses personal innovation, self-efficacy feeling, Analyze the relationship between immersion tendency and usefulness and ease of use and consider the influence of consumers on purchasing intention.