On the basis of TAM, VAM and theories of Selfefficacy, this study proposes a new consumer adoption framework in mobile shopping context. By empirical data from our survey, the proposed model and hypotheses are been tested, and the key factors affecting adoption intention are discussed. The results show that consumers’ perceived usefulness and perceived selfefficacy have significant impact on their perceived value. Perceived selfefficacy and perceived value impact consumers’ adoption intention of mobile shopping. The proposed model proves to be effective in explaining the adoption intention from both technological and personal perspectives. Finally, the practical implications to mobile shopping development are discussed.