Study On The Factors That Infected Telecommunications Companies Customer’s Shopping Channel Selection

With the development of technology and market competition, the direction of business channels development is multi-channel which is composed of physical and electronic channels. The popularity of electronic channels, not only has added a new shopping channel, but also has changed the consumer’s shopping behavior to some extent. How to position the physical channels and electronic channels and which relationship between the two, are the important issues in Theorists and business. The focus of research is to find out which factors will affect the customers choose between the two channels when they are shopping. This issue is also The issue is also the subject of study in this paper.After a summary of the views of many scholars, we find that " channel characteristics," "product characteristics" and "consumer characteristics" are factors which will affect consumer shopping channel selection. Most studies only research a single characteristics. In this paper, we established an overall framework to study how these three characteristics effect customer’s channel choice when they buy communication products.Customers can choose between physical channels or electronic channels. Combined research purposes, this parper try to explore the factors which encourage customers to buy communications products through electronic channels rather than through the physical channel.Based on the previous research,we designed the questionnaire based on existing scales, and sent out these questionnaires to communications companies’customers. Then questionnaires were applied to collect relevant data, and do the data analysis such as descriptive statistics, reliability analysis and validity analysis by statistical software SPSS 17.0 and AMOS 17.0. The results show that when customers buy communications products, " channel characteristics" and "consumer characteristics" in the electronic channels will significantly affect the customer’s channel choice, and "product characteristics" has no significant effect. Therefore, we proposed that Telecommunications companies should understand the characteristics of their own channels and the characteristics of their customers. These are the keys to improve customer service satisfaction and loyalty degree.