【作者】 沈华；

【导师】 徐明；

【作者基本信息】 东华大学 ， 企业管理， 2014， 硕士

【摘要】 在4G时代,移动增值业务成为了通信运营商抢占用户市场的关键点。所谓移动增值业务,是通信运营商在基本的语言业务的基础上,针对不同的用户群体和市场需求开发的可供用户选择性开通使用的增值类业务。用户通过订购移动增值业务可以享受到不同类型的增值服务。然而,移动增殖业务作作为商品有怎样的产品特征?产品特征如何影响消费者对于购买产品的态度?影响消费者对移动增值业务的购买意愿的因素有哪些?对于这些问题的研究,关系着移动运营商未来持续的市场占有及获利能力,具有极其重要的现实意义。本文分为六部分：第一部分,介绍了研究背景、研究意义、研究内容和方法以及研究思路；第二部分进行了消费者购买意愿影响因素的文献综述以及介绍了相关的研究理论。通过文献研究,Davis的技术接受模型(TAM)为研究此类问题提供了很好的理论框架,在此基础上发展而来的整合性技术接受及使用模型(UTAUT)更是将绩效期望、付出期望、社群影响和配合情况作为四个变量因素直接影响消费者的购买行为；第三部分从研究移动增值业务的产品特性,消费者及潜在消费者的特征出发,将UTAUT模型引入移动增值业务消费者购买意愿的理论模型中,同时,做更具体化及针对成品特色的理论模型提出及改进,将移动增值业务的消费者购买意愿影响因素归结为感知有用性、感知易用性、便利性、消费者口碑、兼容性、产品服务质量、感知风险、感知成本、新产品转移偏好。第四部分制作并收集了210份有效问卷,并进行了信度效度的检验；第五部分通过SPSS软件对收集到的数据做了相关性分析、回归分析和样本分析,分析了各变量因素对于消费者购买意愿的影响程度；第六部分,探讨了通信运营商在移动增值业务的研发、营销及运营过程中的改进建议,为企业应用该理论提供了可操作性的结论。通过本文的研究,验证了感知有用性、感知易用性、消费者口碑、感知成本和新产品转移偏好5个影响因素对于消费者在移动增值业务中的购买意愿的影响,并且感知成本对于购买意愿的影响最明显。此外,年龄我为特征属性,能显著划分移动增值业务消费者群体,而性别和学历在消费者群体的划分中区分性不明显。更多还原

【Abstract】 In4G era, the mobile value-added services have becoming the effective tool to occupy the market share used by Tel-communication Corporation. The mobile value-added services are those services developed to meet different customer need or requirement and be multiple optional for customer besides the basic voice service. One mobile user can order such services to have access to different types of valuable mobile services. Nevertheless, what’s the main character of the mobile value-added services? How it affects the customers’attitude to the products? Which factors affect the customer purchasing intension? The answer of these problems is related to the future market share and sustainable profit gaining. The research is extremely meaningful in the near future.The whole research is separated by six parts. In the first part, the research background, the meaning of the research, the content and methodology and technology roadmap is introduced. The second part is about the theory about customer purchasing intension. In the literature review, the Technical Acceptable Model (TAM) proposed by Davis is a fundamental theory structure for such a problem. And the UTAUT Model also use such four factors performance expectancy, effort expectancy, social influence, facilitating conditions as the main factor that may affect the customer purchasing intension directly. In the third part, the paper combines the research for the trait of the mobile value-added services, customer group and the potential customer group with the introducing of UTAUT model to give a more specific and functional use of the theory. In the model, the factor is concluded to be perceived usefulness, perceived ease of use, convenience, social influence, service quality, compatibility, perceived cost, perceived risk, customer innovation that may affect the purchasing of customers. The fourth part is about the process of the collecting of210effective questionnaires and after that, the reliability and efficiency is tested. With the correlation analysis, regression analysis and sample analysis by SPSS in part five, the factors that affect the customer purchasing intension is recognized. And in the last part, based on the statistical analysis, the research also give practical the suggestions of the development, marketing strategy and operation in the future and the marketing strategy to different types of customers with the theory model.With the process and analysis between relevant factors, we identified the five factors such perceived usefulness, perceived ease of use, social influence, perceived cost, perceived risk and customer innovation as the effective factors. And the perceived cost is the most extinguish one. Age is one category to separated form customer group while sex and education background is not extinct.更多还原