影響消費者選擇電腦移動上網業務的因素分析

Pao Yue-kong Library Electronic Theses Database

影響消費者選擇電腦移動上網業務的因素分析

 

Author: 姜培華
Jiang, Peihua
Title: 影響消費者選擇電腦移動上網業務的因素分析
Ying xiang xiao fei zhe xuan ze dian nao yi dong shang wang ye wu de yin su fen xi
The analysis of factors influencing consumer choice in adopting mobile internet access
Degree: D.B.A.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Wireless Internet
Cellular telephone systems
Consumers' preferences -- China
Department: Graduate School of Business
Pages: xiv, 181 leaves : ill. charts (some col.) ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2066121
URI: http://theses.lib.polyu.edu.hk/handle/200/2564
Abstract: The thesis is a report of the research on influencing factors of potential user choosing mobile Internet access and existing user "how much to use" ' the factors include customer characteristics ( such as reliance, income, education, age) and service provider characteristics ( such as acceptable net speed, acceptable cover scope, acceptable stabilization, acceptable net expense, service quality) . Firstly, the research project presents literature review, and propounds theoretical framework and hypotheses. Secondly, researcher design questionnaire based on theoretical framework and expert workshop, and have several pilot tests. Thirdly, researcher surveys customer in Beijing, Hangzhou, Taiyuan. Fourthly, By SPSS anaylsis ( including descriptive analysis, reliability analysis, correlation analysis and multiple regression analysis) , the thesis analyzes the customer and service provider characteristics' influence on usage state, and then validates hypotheses. At last, the research provides some marketing recommendation. The research firstly has systemic study of factors influencing customer choosing mobile Internet access. There are some important findings appearing in the research. At first, "acceptable net expense", "reliance", "income" and "age" have close relationship with "use probability". Secondly, "acceptable net expense", "reliance" and service quality have close relationship with "how much to use". What' more, the thesis also has more other findings, for examples, "education" has no relationship with "how much to use". Based on the study, the project presents marketing recommendation about stratagem and tactic to wireless net service provider, and also provides decision reference to government departments, equipment provider et. al.

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