營銷組合變量對消費者採用多媒體信息服務的影響研究

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營銷組合變量對消費者採用多媒體信息服務的影響研究

 

Author: 楊超
Yang, Chao
Title: 營銷組合變量對消費者採用多媒體信息服務的影響研究
Ying xiao zu he bian liang dui xiao fei zhe cai yong duo mei ti xin xi fu wu de ying xiang yan jiu
The influences of marketing mix on the adoption of multi-media-media service
Degree: D.B.A.
Year: 2006
Subject: Hong Kong Polytechnic University -- Dissertations.
Telecommunication -- Message processing.
Telecommunication -- Marketing.
Department: Graduate School of Business
Pages: xv, 161 leaves : charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2303055
URI: http://theses.lib.polyu.edu.hk/handle/200/4877
Abstract: In line with the rapid development of mobile communication in China, a new value-added service, namely Multimedia Messaging Service ( MMS ), then received more and more attention from mobile communication service provider, who pay more attention to the extent that marketing mix influencs the consumer adoption of MMS. This article discusses the influcing relation of marketing mix on the consumer adoption on the basis of researching on Chinese consumer of MMS. Meanwhile, it induces a variable of population characteristic of consumer as a moderating avriable influcing the relation, and research the adjusting influence of population characteristic on the consumer adoption. This reasearch stands on the basis of literature review focus group and market research of final consumers to collect first-hand relative data, and uses SPSS software to analyze the relative data. After reviewing and evaluating of innovation dispersing, this research quantatively studies the influence of marketing mix factors and population characteristic of consumers on the consumer adoption, analyzes the influence relation among these three factors, and brings forward the hypothesis for this research to verify. It also adopts reliability analysis, factor analysis, multiple factors regression analysis and ANOVA, and so on, to study the relation among these variables. The results show that : The consumer adoption includes three hierarchies, adoption intention, adoption budget and adoption expectation, which provides a theory basis to measure the adoption rate of consuming MMS. There is a correlation between marketing mix factors and consumer adoption, the former not only can influence the adoption intention and adoption epectation, also can affect the adoption budget of consumers. Different marketing mix factors have a different effect on different hierarchies of adoption rate of consumers. Promotion activities is the biggest marketing mix factor influencing adoption intention and adoption budget, while advertising activities has the biggest effect on adoption expectation. The effect of marketing combination factors on adoption rate can be influenced by the moderating variables as age and income level, however, gender variable has not a significant effect on consumer adoption of MMS.

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