| 移动数据业务购买意愿的关键影响因素研究 |
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| 引用本文： | 周毅,孟卫东,柳晓莹.移动数据业务购买意愿的关键影响因素研究[J].管理工程学报,2010,24(1):29-34,28. |
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| 作者姓名： | 周毅 孟卫东 柳晓莹 |
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| 作者单位： | 1. 重庆大学,重庆,400030
2. 中国移动研究院,北京,100023 |
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| 摘 要： | 基于已有的消费者行为学研究和技术接受方面的重要模型，本文着重研究了影响消费者购买意愿的主要因素，并在此基础上构建了移动数据业务消费者购买意愿影响因素的回归模型。本文分别选择三个城市。对中国移动三个品牌的用户进行随机抽样调查，并使用统计分析的方式对数据进行处理。分析结果发现：社会影响因素、价格和有用性是影响移动数据业务消费者购买意愿的关键因素。而安全性对国内现阶段主流业务的影响却并不显著。
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| 关 键 词： | 购买意愿 感知价值 移动数据业务 社会影响因素 个性化需求 |
The Key Factors of Behavioral Intention of Mobile Data Services: An Empirical Investigation |
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| ZHOU Yi,MENG Wei-dong,LIU Xiao-ying.The Key Factors of Behavioral Intention of Mobile Data Services: An Empirical Investigation[J].Journal of Industrial Engineering and Engineering Management,2010,24(1):29-34,28. |
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| Authors: | ZHOU Yi MENG Wei-dong LIU Xiao-ying |
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| Abstract: | Based on several models used in the area of Consumer Behavior and Mobile Data Services,this paper analyzed the influence factors of Customers' Behavioral Intention and constructed the regression model for the influence factors of Customers Behavioral Intention of Mobile Data Services.In this paper,the three cities including Beijing,Nanjing and Chongqing,for the three brands of China mobile users including GoTone,Easy-own and M-Zone were chosen as our random surveys.By empirical analysis,the three important factors of Customers Behavioral Intention of Mobile Data Services are "price","usefulness" and "social influence" which affects most.However the security for Customers' Behavioral Intention validated by overseas scholars doesn't work on much in the present MDS in China. |
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| Keywords: | behavioral intention perceived value mds social influence need for uniqueness |
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