消费者彩铃使用意愿研究

发布时间：2018-01-10 09:32

本文关键词：消费者彩铃使用意愿研究　出处：《大连大学》2013年硕士论文　论文类型：学位论文

【摘要】：2008年，我国电信企业在中国工信部的主导下进行了兼并重组，原有六家通信企业整合为中国移动、中国联通和中国电信三家企业，重新进行了资源的配置，三家运营商之间将展开激烈竞争。随着移动通信技术的快速发展，消费者的需求日趋多样化，传统的语音通信业务已不能满足客户需求，而能满足消费者个性化需求、内容丰富的增值业务逐渐成为消费者关注的重点。彩铃业务作为一种非传统意义的语音型增值业务，如何在激烈的竞争环境下进行推广，是运营商和学术界关注的一个重点。在回顾前人研究的基础上，研究分析了消费者使用彩铃业务意愿的影响因素；以计划行为理论及技术接受模型为基础，结合彩铃业务的特点，引入感知娱乐、个性感知等因素，构建了消费者彩铃使用意愿模型；在对国内外消费者使用意愿相关研究进行总结的基础上，结合彩铃业务的特点，设计测量所研究变量的量表。研究通过大规模发放调研问卷进行数据收集，通过对调研数据的分析，对研究模型和测量量表进行了实证检验。结果显示，消费者使用意愿受使用态度、感知价格和主观规范的影响，其中使用态度对使用意愿的影响程度最大，，主观规范对使用意愿的影响程度较小；对使用态度影响程度最大的变量是感知娱乐性，其次是感知有用性，感知易用性和感知个性对使用态度的影响最小。研究的意义在于：第一，在计划行为理论和技术接受模型等理论的基础上设计了研究的概念模型，对相关理论的应用领域进行了拓展，丰富了消费者彩铃使用意愿方面的实证研究；第二，研究的结论为运营商推广彩铃业务提供了指引，为其制定营销策略提供了理论支持，促进了彩铃业务的发展。研究的创新点在于：以计划行为理论和技术接受模型为基础，结合彩铃业务的特点，引入个感知个性、感知娱乐等变量，构建了消费者彩铃使用意愿模型；在对国内外行为意愿相关研究进行总结的基础上，研究结合彩铃业务的特点，修正了测量所研究变量的量表。
[Abstract]:In 2008, China's telecom enterprises for mergers and acquisitions in the Chinese led the Ministry of industry, the integration of the original six telecommunications companies as China Mobile, China Unicom and China China Telecom three enterprises, re allocation of resources, expand the fierce competition between the three operators. With the rapid development of mobile communication technology, the needs of consumers the diversification, the traditional voice communication service has been unable to meet the needs of customers, to meet consumer demand for personalized, rich value-added services have gradually become the focus of consumer concern. As a non business customized ringing tone of traditional voice value-added services, how to promote in the fierce competitive environment, is a focus on operators and the academic circles.
On the basis of the previous studies, the research analyzes the influencing factors of consumer intention to use customized ringing tone service; planned behavior theory and technology acceptance model as the basis, combined with the characteristics of business into the entertainment customized ringing tone, perception, personality perception and other factors, build consumer intention to use customized ringing tone model; the thesis use intention of domestic consumers foreign related research, combined with the characteristics of the customized ringing tone service, variable design measurement scale. Research data were collected through large-scale issuance of the questionnaire, through the analysis of the survey data, the empirical tests on the research model and questionnaire. The results showed that consumer willingness to use by the use of attitude, perceived price and subjective effect the specification, which use attitude impact on usage intention, subjective norm of less influence on usage intention to use; The most influential variables of attitude are perceived entertaining, followed by perceived usefulness, perceived ease of use and perceived personality have the least influence on the use of attitudes.
The significance of this study is that: first, the theory of planned behavior and the technology acceptance model based on the theory of designing the conceptual model, application of the relevant theory has been developed to enrich the empirical research using the willingness of consumers to the second, the customized ringing tone; research conclusion provides guidance for the operators to promote the business of providing customized ringing tone. The theoretical support for the formulation of the marketing strategy, promote the development of customized ringing tone service.
This paper is as follows: the theory of planned behavior and the technology acceptance model, combined with the characteristics of business into a customized ringing tone, perceived personality, perceived entertainment and other variables, build consumer intention to use the customized ringing tone model; behavior of domestic and foreign related research will based on the summary of characteristics, based on the modified customized ringing tone service. The measurement of research variables scale.

【学位授予单位】：大连大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626.5

【参考文献】