| With the rapid development of mobile internet,disruptive changes are taking place to enterprise’s traditional marketing strategy.The traditional off-line sales are gradually replaced by the integrated online marketing model and consumers have new requirements for enterprise’s goods,choice and purchase of services.In this context,the enterprise’s electronic channels go to the application from concept and electronic channels also cover all walks of life from the original banking industry.Of particular concern is the fact that in the transformation strategies of major telecom operators,internet marketing is an important part of and becomes one of the important symbols of success for transformation.China Unicom,China Telecom and China Mobile have invested enormous resources in the construction of electronic channels.Operators’development prospects of electronic channels have attracted the attention and study enthusiasm of relevant industries,but huge personal end users do not show the corresponding interest.Telecom operators in China,by contrast,have more backward construction of the electronic channels than the average level of domestic banking,insurance and other industries and also lag far behind development levels of international advanced operators.Electronic channels’ technical advantages,consumer value and the embodiment of the core role in operators’strategic transformation depend on consumers’ adoption and use of electronic channels.The industrial circles have focused on operators’behavior of developing electronic channels actively,but the academic circles have scarce research on consumer adoption behaviors of operators’ electronic channels.In this paper,on the basis of more than 20 years of experience in operators and social reality background,the author puts forward the research topic,uses big data analysis and model construction to study consumers’ adoption behaviors of electronic channels of operators,reveals the consumer behavior through the empirical research on the model and proposes countermeasures and suggestions to promote the development of Chinese operators’ electronic channels and strategic transformation.According to the analysis train of thought "raising a question-theory analysis-model assumption-empirical test-practical enlightenment",through the theory and literature review,this paper comprehensively applies the technology acceptance theory,consumer decision process model,individual selection model,trust transfer,consumer resource scarcity and perceived integrity theory and constructs the user acceptance model and influence factors of electronic channels through the analysis of association rules of data mining,empirical analysis of the questionnaire and other methods.In addition,through the investigation and empirical test,this paper uses mathematical statistics analysis methods like structural equation model to validate the model,conducts a comprehensive analysis of consumers’ adoption behavioral mechanism and rules for operators’ electronic channels and puts forward corresponding suggestions to enhance the adoption level of operators’ electronic channels.This study has completed the following work:1.Research on consumers’ adoption behavioral mechanism for operators’electronic channels.Based on the relatively comprehensive review of the research present situation at home and abroad,operators’ strategic transformation backgrounds and the latest research trends of the development of electronic channels,this paper analyzes the operators’ operating characteristics of electronic channels,key influence factors of consumer adoption of electronic channels and user value of electronic channels and holds that electronic channels can solve the contradiction between consumers’ convenient shopping and insufficient offline service outlets and too high services under the environment of the mobile internet.According to the operator electronic channels’ application circumstances,this paper discusses the connotation and denotation of consumers’ adoption behavior,chooses the classic user adoption,consumer decision process model and individual selection model theory as the theoretical basis of the study.On this basis,according to consumers’ characteristics and requirements of collaborative online and offline channels in the mobile internet environment,it introduces innovatively consumer perceived integrity,sense of resource scarcity and related theories and puts forward the research path and framework"analysis of influence factor-model design-empirical test-practical enlightenment.2.Design and construction of adoption behavior model of operators’ electronic channels.The model covers the adoption behavior’s related affecting factors and the relationship between them.Therefore,the study first starts from the theory and practice,analyzes and concludes the possible factors affecting consumer adoption of operators’ electronic channels from theoretical literature and makes data mining with online customers’ comments as the data source.With Rapidminer as the instrument,the study adopts the algorithm of association rules to validate and extract key factors of consumer acceptance of electronic channels analyzed empirically.Combining with consumer feedback of data collected from open questionnaires,it determines several influence factors such as the offline service perception,online service perception,perceived integrity,perceived value,trust and social influence.Then,referring to the conclusive research results of the above factors in the existing literature and reasoning the relationship in consumer adoption of operators’ electronic channels in the mobile internet environment,the paper finally deduces and designs the consumer adoption behavior model of operators’electronic channels and makes empirical research hypothesis of the relations between factors in the model.3.Empirical research on the model of consumers’ adoption behavior of operators’electronic channels.According to the standard empirical study process,operable processing is conducted on the definitions of related concepts in the model.With reference to mature questionnaire scale in existing studies and according to consumers’ adoption of operators’ electronic channels,the paper focuses on reflecting the online and offline perception integration in the mobile internet environment,designs the scale of the study and generates the initial questionnaire.Through expert interview investigation,questionnaire prediction,forecasting the reliability and validity of the questionnaire to collect data and revise questionnaire,the final survey questionnaire is generated.After the formal questionnaire is generated,the survey’s sample structure and sampling method are selected carefully and large-scale surveys and investigations are carried out.For the data collected from the formal survey.analysis and validation like reliability and validity test,descriptive statistical analysis,factor analysis and structural equation model analysis are conducted.Statistical analysis results show that the model hypothesis built in the study is acceptable and can explain rationally the relevant questionnaire survey data.Finally the empirical research conclusion is drawn.4.Based on the analysis and explanation of the behavioral rules of consumers’adoption of operators’ electronic channels,the paper puts forward the management strategy and practice enlightenment that operators should increase user acceptance for the electronic channels,including establishing the evaluation index system of electronic channel user acceptance,enhancing consumers’ perceived value and improving the level of consumer trust.Through the whole research and analysis,four main conclusions are drawn in this paper.1.The total effect of consumers’ perceived value on the intention to accept electronic channels is the largest,followed by online service quality,020 door-to-door service perception,level of the trust for electronic channels,perceived integrity and social perception.In the research,020 door-to-door service perception and perceived integrity play an important role in the influence on the acceptance intention.2.Among the personal factors studied in this paper,the factors that significantly affect consumer perception are mainly gender,educational background,cognitive style and experience in using electronic channels.3.Different characteristics of entity and electronic channels will influence consumers’ channel selection preference in information search and commodity purchase stages.4.In the mobile Internet environment,the locking mechanism within entity and electronic channels and collaborative relationship between the channels should be paid attention to,because they will affect consumers in different stages of decision making.In conclusion,this study has comprehensively constructed the adoption behavior analysis model of operators’ electronic channels with mobile internet situational characteristics.After rigorous empirical study,it demonstrates that the model is acceptable and is of certain theoretical and practical value.The main innovation points of this study are shown in the following several aspects.Firstly,it has explored out consumers’adoption behavior mechanism for operators" electronic channels.Most of the existing research conducts empirical analysis of consumers" adoption behavior directly and there is scarce research which deeply explores the forming mechanism of the adoption behavior from consumer psychology to explore the formation of adoption behavior mechanism from consumers’ psychology and lacks systematic and in-depth explanation of the adoption behavior.The operator electronic channel,as an innovative application and channel mode,can effectively achieve the marketing transformation of telecom operators in the mobile internet environment,meet consumers’demand for the access to services anytime and anywhere and can effectively resolve the common felling of scarce resources for current consumers.On this basis,the paper has analyzed and discussed the connotation and characteristics of consumers’adoption behavior for operators"electronic channels.Secondly,it has found critical factors affecting consumers’ adoption of operators’electronic channels and constructed the consumer adoption behavior model for operators’ electronic channels.Operators’electronic channels are innovative applications in nearly three years.There is little research on consumer adoption in allusion to characteristics of operators" electronic channels.In addition,the existing research shows insufficient explanatory power on consumers’ adoption behavior for electronic channels in online and offline collaborative scenarios in mobile internet environment.From the perspectives of both theory and practice,this study has compressively analyzed the factors influencing consumers" adoption of electronic channels.Through the big data analysis,theoretical derivation,expert interview and some other methods,it has constructed the relationships between various factors in the model.The model is a kind of contribution and innovation to the information technology adoption behavior research.Finally,after comparing the influence of factors in the model,it has summarized the rules of consumers’adoption behavior for operators’electronic channels.The existing studies are mostly limited to the technology acceptance model and generally believe that perception usefulness and perception usability are the main factors to promote the effect of the adoption behavior and such factors as trust are the main obstacles for consumers’ adoption behavior.The study has found that O2O door-to-door service perception and perceived integrity play an important role in the impact on adoption intention and affect consumers’ perception usefulness.At the same time’ in allusion to consumer’s sense of scarce resources,this study has enriched the connotation of customer perceived value and enriched and improved the perception usefulness from time scarcity and money scarcity.In the meantime,personal cognitive style is another important factor influencing the adoption of electronic channels.Consumers who have thinking preference tend to be quicker to adopt electronic channels and feel that electronic channels show higher levels in perception usefulness,trust and other aspects.The influence of trust level is relatively unobvious on the adoption of operators’ electronic channels,which is inconsistent with the conclusion drawn in existing research in which the low level of trust has been widely thought to be an important reason that consumers refuse to use operators’electronic channels.In the channel selection decisions,the influence of perceived value is much higher than that of trust. |
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