消費者首次選擇移動運營商的影響因素 : 以安徽省移動消費者為實證研究

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消費者首次選擇移動運營商的影響因素 : 以安徽省移動消費者為實證研究

 

Author: 田文科
Tian, Wenke
Title: 消費者首次選擇移動運營商的影響因素 : 以安徽省移動消費者為實證研究
Xiao fei zhe shou ci xuan ze yi dong yun ying shang de ying xiang yin su : yi Anhui Sheng yi dong xiao fei zhe wei shi zheng yan jiu
Factors affecting users' first choice of mobile service providers : an empirical study of mobile phone users in Anhui, China
Degree: D.Mgt.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Cellular telephone services industry -- China.
Department: Graduate School of Business
Pages: xii, 128 leaves : charts (some col.) ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2251334
URI: http://theses.lib.polyu.edu.hk/handle/200/4013
Abstract: In the past twelve years, China Mobile and China Unicom, which enjoy market dominance launched fierce competition in the domain of mobile communication. Both the two monopoly enterprises invested hundreds of millions of RMB to build network, service centers and call centers respectively. Moreover, they both invested a large sum of capital in advertising and promotion to attract the clients' attention. However, have they reached the expected outcome in spite of such a large amount of capital? Besides, among so many factors such as network signal, service quality and advertising, what are the key factors affecting the choices that customers make when choosing service operators? Based on such background, this dissertation carries on some studies. The process and results are as follows : I. The dissertation summarizes some documents which have a close relationship with the theoretical framework. It not only sums up the fundamental Theory of Consumers' Behavior, with relation to Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB), but analyzes TRA, TPB and Decomposing TPB as well. Further more, it also provides an overview of former scholars' research findings on factors affecting consumers to choose the service operators. II. With the theory of Consumers' Behavior as the framework and after having consulted the former scholars'research findings concerning factors affecting consumers to choose the service operators and the results of focus group, the dissertation introduces ten main relevant factors to the theoretical framework, namely Hedonic Outcomes, Band Image, Family, Ralatives, Friends and Peers, Exposure to Innovation, Secondary sources, Shop assistants, Network Signal, Price, Promotion and Location. Furthermore, based on this theoretical framework, the dissertation puts forward the research hypothesis. III. Based upon the theoretical framework and hypothesis, the dissertation brings forward the possible research methods that can be applied in testing and asserting. During the research, latent users and early users (using time exceeding one month) of both China Unicom and China Mobile were selected from five cities - Hefei, Chuzhou, Chaohu, Lu'an and Huainan in Anhui Province. 2,300 questionnaires were handed out and 2,114 effective questionnaire were collected.Then, several methods, such as descriptive statistic analysis, reliability analysis, ANOVA and logistic regression analysis were employed to study the factors that affect the latent users and early users to choose mobile operators for the first time.The results prove that: Exposure to Innovation, Price are key factors for latent users to choose mobile operators in the first time and have a negative effect on consumers' choosing China Unicom mobile communication service. Family, Relatives, Friends and Peers, Exposure to Innovation, Secondary sources and Promotion are the key factors for early users to choose mobile operators in the first time and Family, Relatives, Friends and Peers, Exposure to Innovation have a negative effect on consumers' choosing China Unicorn mobile communication service, Secondary sources and Promotion have a positive effect on it. Besides, other factors are not key factors. The research findings of this dissertation have broadened the theory of consumers' purchasing behavior in the circle of mobile communication. It not only brings forward new studying variables and improves the model of factors affecting consumers to choose mobile operators but also provides some rewarding references for mobile operators to make decisions in investing, marketing, service providing as well as financial securities.

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