China Mobile Online Business Hall Development Situation Analysis And User Behavior Research

With the rapid development of e-commerce, more and more telecom operators beginto build electronic channel for consumers to provide self-service. Consumers adopting,customer satisfaction and customer loyalty in a single channel situation have been widelyresearched by scholars. There aslo are many scholars researching consumer behavior inmulti-channel situations, but there is lack of research on the relationship between channelexpansion in multi-channel situations. Therefore, this thesis focuses on use behavior oftelecom operators’ online business halls based on the users of China Mobile onlinebusiness hall, from the perspective of channel expansion.Firstly this paper reviewed the research about online services and channel adoptionfrom five aspects like theory foundations, research levels, research methods, researchobjects and research variables by summarizing30literatures about online services andchannel adoption. Then, in order to know about current operation status of telecomoperators’ online business halls,926questioners were collected from many ways as face toface interview, online questionnaire survey. Based on these analyses, establish the modelabout online business hall use benavior research. The model analyzed the use behavior intwo dimensions: off-line channel and on-line channel, which includes five researchvariables： trust on service provider, perceived satisfaction of off-line business hall,perceived satisfaction of on-line business hall, perceived site quality of on-line businesshall, on-line channel behavior intention. In this empirical research,461questioners werealso collected from two ways: off-line and on-line. Use SPSS to pre-analyzed sample data,followed by reliability analysis and validity analysis, and then use PLS to check modelhypothesis. The research shows that trust on service provider and perceived satisfaction ofoff-line business hall have significant influence on perceived satisfaction of on-linebusiness hall and perceived site quality of on-line business hall. Perceived satisfaction ofon-line business hall and perceived site quality of on-line business hall are decisiveelements of on-line channel behavior intention. Finally, based on the total analysis andempirical research conclusion, this paper proposes online business hall marketingsuggestions, and summarizes this research contributions and limitations.