Research On The Factors Influencing The Adoption Of Electronic Commerce Users In Telecommunication Operators

Telecommunications industry is moving from voice services to mobile Internet era gradually, the industrial value chain, including terminal operators, content providers have started to get involved in e-commerce, and hope to gain the upper hand in the new round of competition. Telecom operators are constantly trying to carry out various types of e-commerce business, and strive to build e-commerce platform. But the domestic telecommunications industry in the development of e-commerce still slow, the key issue is to grasp the consumer behavior for telecom operators in the process of e-commerce.According to the theories of domestic and foreign researches, technology acceptance model is very effective for predicting consumer acceptance of new information technology. This paper is based on technology acceptance model, and integrating the main factors which is affecting consumer acceptance of mobile e-commerce, them, building consumer acceptance research model for e-commerce operators to develop factors, the characteristics of telecom operators for e-commerce, select different ages consumer as representatives to do questionnaire.Finally, through the questionnaire analysis, the following conclusions:the technology acceptance model is still valid for the adoption of e-commerce operators to explain the intention; we added the variables of perceived reliability and perceived price newly as key factor for user adoption of e-commerce operators, which can impact on the user’s end-use intentions directly; network externalities cannot affect the user perceived usefulness of e-commerce on the operator’s judgment directly, but it can affect the user’s attitude straightly; perceived reliability through the perceived price, this intermediate variables, affect user attitudes indirectly. Through the conclusion of the study which reveals some particularities of consumer behavior for the telecom operators develop e-commerce users, and made a number of development proposals to provide some reference for enterprises to develop mobile e-commerce marketing.