北京航空航天大学学报(社会科学版) ›› 2016, Vol. 29 ›› Issue (6): 73-80.DOI: 10.13766/j.bhsk.1008-2204.2014.0675

• 经济与管理 • 上一篇    下一篇

消费者使用4G业务影响因素实证研究——以安徽省移动通信市场为例

张圣亮, 陶能明   

  1. 中国科学技术大学 管理学院, 安徽 合肥 230026
  • 收稿日期:2014-12-30 出版日期:2016-11-25 发布日期:2016-08-24
  • 作者简介:张圣亮(1964-),男,河南夏邑人,副教授,硕士,研究方向为市场营销、服务营销.
  • 基金资助:

    国家自然科学基金面上项目(70872101);国家自然科学基金重大合作研究项目(71110107024)

On Influencing Factors of Using Fourth-Generation Communication Services by Consumer: A Case Study of Anhui Province Mobile Communication Market

ZHANG Shengliang, TAO Nengming   

  1. School of Management, University of Science and Technology of China, Hefei Anhui 230026, China
  • Received:2014-12-30 Online:2016-11-25 Published:2016-08-24

摘要:

通过文献阅读、焦点小组访谈和问卷调查,提炼出影响消费者使用4G业务的22个因素;通过探索性因子分析和验证性因子分析,将22个因素归纳为7类;通过相关性和回归分析发现,7类因素对消费者使用4G业务影响程度大小依次为上网体验、通信质量、转换成本、服务效率、服务安全、服务场景和服务补救;通过独立样本T检验结果发现,消费者年龄及教育程度,对消费者使用4G业务具有显著影响。

关键词: G业务, 消费者, 上网体验, 通信质量, 转换成本

Abstract:

Through literature research, focus group interview and questionnaire survey, 22 factors influencing consumers to use Fourth-Generation(4G) communication services are extracted. Then these factors are classified into 7 classes through exploratory factor analysis and confirmatory factor analysis. Correlation and regression analysis are used to find that the 7 categories affecting consumers to use 4G communication services are as follows:internet experience, communication quality, switching costs, service efficiency, service safety, service scenario and service recovery. By independent samples T test, the paper finds that consumer's gender, age and education level have a significant influence on consumers to use 4G communication services.

Key words: Fourth-Generation communication services, consumer, internet experience, communication quality, switching costs

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