Based On The Experience Of Mobile Channels Of Online Consumer Behavior And Influencing Factors Of Research

With the development of the experience economy, more and more enterprise begin to pay attention to consumption experience to bring consumer value; gradually will regard experience as the main factors influencing consumer behavior and the incorporation of enterprises marketing strategy system. The marketing channel is the link between consumer and enterprise plays an important role in enterprise development. In the oligopoly market, the mobile phone industry, marketing channel is more appear particularly important. The development of electronic commerce, greatly expand the marketing channels, online marketing has also become an important marketing strategy. Many mobile phone manufacturers through online channels for product sales and online channels to buy the mobile phone have gradually been recognized by the vast number of consumers.In view of this, this article recognizes the mobile phone industry as the research object, using qualitative research and normative research methods, basing on the TAM model, constructing the consumer online channel consumption influencing factor model, to discuss the relationship between the customer experience (external display, competency, and situational involvement), perceived value, trust and online consumer behavior.This study is divided into6parts, firstly analyzing the research background, posting forward the research problem. In a review of the literature and on the basis of carding, to constructing the concept model and put forward the corresponding hypothesis; secondly, questionnaire designing and data collection; finally, using statistical software to collect data for statistical analysis, and structural equation to verify the relationship between each variable path. Through the empirical study, this article confirms our hypotheses, reached the following conclusions:(1) Customer experience has a positive effect on perceived value.(2) The trust has a positive influence on customer experience.(3) The experience impacting consumer behavior of online channels, perceived value has mediating effect.(4) The experience impacting consumer behavior of online channels, trust has mediating effect.On the basis of empirical research, this study proposes relevant countermeasures and suggestions, such as online enterprises should strive to increase consumer online experience. Efforts to enhance the consumer perceived value, to improve their own reputation.