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基于感知价值的移动数据业务购买意愿研究 被引量：2

Value-based adoption of MDS:an empirical investigation
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摘要 研究影响消费者购买意愿的重要因素,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(VAMDS)。分别选择3个城市对中国移动3个品牌的移动通信消费者进行随机抽样调查,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,而安全性在国内对现阶段的主流业务却影响不显著。 The influence factors of customers＇ behavioral intention, and constructs the regression model for the influence factors of customers behavioral intention of mobile data services（VAMDS） was analyzed. China mobile users of ease-own, GoTone and M-zone are chosen as our random surveys in Beijing, Nanjing and Chongqing. That the top three most important factors of customers behavioral intention of MDS are price, usefulness and social influence, and the security for customers＇ behavioral intention validated by overseas scholars isn＇t supported in the main MDS in China now.
作者 周毅 孟卫东 杜惠英 吴平瑶
机构地区 重庆大学经济与工商管理学院 北京邮电大学经济管理学院
出处 《通信学报》 EI CSCD 北大核心 2008年第9期97-102,110,共7页 Journal on Communications
关键词 管理学 结构化方程模型 感知价值 VAMDS management structural equation model perceived value VAMDS
分类号 TN929.5 [电子电信—通信与信息系统]
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参考文献22

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同被引文献9

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  • 6鲁耀斌等.移动增值业务的应用模式与接受研究[M].北京:科学出版社.2008:32-40.
  • 7吴先锋,唐茜.农村移动信息服务消费者接受行为研究[J].图书与情报,2010(3):82-86. 被引量：9
  • 8周沛,马静,徐晓林.移动电子政务公众采纳影响因素的实证研究[J].图书情报工作,2012,56(5):134-138. 被引量：26
  • 9管荣伟.基于消费者感知的网店卖家信任影响因素分析[J].企业经济,2013,32(10):89-95. 被引量：4

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通信学报
2008年 第9期

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