The Relationship Study between the Mobile Commerce Personalized Service Scene and Customer Behavior

With the rapid development of mobile wireless technology, mobile phone users pay more and more attention to the mobile internet. At present, the three mobile operators develop a variety of mobile Internet communications services according to customer needs. Competition has become increasingly fierce, in order to attract more customers, the major mobile operators improve customer experience feelings by offering personalized service scenarios, so as to achieve the purpose of affecting customer behavior. Through the research of scholars in various fields of the service scene, this paper extend the part of the research results to mobile commerce personalized service scenario, try to build factors which suited to study mobile commerce personalized service scenario, Using factor analysis and multiple regression method to study the impact of mobile commerce scene personalized services to customers behavioral intentions through the three mobile operators customer questionnaires, the conclusion that the key elements of mobile commerce service scenarios impact on customer behavior.