Research On Mobile Phone Subsciber's Acceptance Behavior On Online Business Hall

With the development of electronic technology, and the further integration of communication network, television network and Internet, offering electronic service has become the irreversible trend. The online business hall is a kind of fictitious business hall, the advanced form of the electronic channel and is one of the main directions of development in the future. Application of online business hall can improve the working efficiency and reduce administrative expenses. Therefore, it is a new developing direction of mobile operator's service.Based on the precedent researches, this study takes the integrated model of Technology Acceptance Model (TAM) and Task-Technology Fit Model (TTF) as its theoretical foundation, and studies the factors affecting user acceptance of Online Business Hall from the prospective of "fit", with a discussion of the relationship among "task", "technology" and "fit" as well as their impact on perceived usefulness, perceived ease of use, attitude toward using and behavioral intention of Online Business Hall usage. With a large amount of bibliography reading and a big scale social survey, and the use of Structure Equation Modeling for data analysis, this paper gains several meaningful conclusions, including these 2 originalities:First, this paper combines the prospective of "task" with "technology", introduces the prospective of "fit" to the present study domain and obtains some more pointed conclusions. Second, some different conclusions are obtained on the impacts of technology characteristics toward perceived ease of use and perceived ease usefulness toward behavioral intention.Based on the study conclusions, this paper also provides some suggestions on development of Online Business Hall in China for mobile operators.