Study of customer experience under the circumstances of mobile internet

These years, mobile internet, a new information communication technology (ICT), is developing quickly, stimulating the rise in demand for such products and services as intelligent terminals and mobile application clients, and in this way the marketing mode based on customer experience becomes popular. By using Customer Choice and Decision-making Theory in economics and investigating the market, this paper puts forward a Customer Experience-based Technology Adoption Model, which better explains the key influencing factors that may lead to the customers’ final purchases under the circumstance of mobile internet. These factors consist of functions, entertainment, practicability, and reasonable pricing. In the end, based on the study result above, this paper points out that in mobile internet the operators should simplify the application functions and improve the entertainment so as to promote the value of customer experience and thus guide the occurrence of purchasing activities of the customers. © 2015 SERSC.