虚拟运营商移动通信服务的消费者使用意愿研究

发布时间：2018-03-18 18:44

本文选题：虚拟运营商　切入点：使用意愿　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网络的发展,传统的电信运营商业务正在受到猛烈冲击,用户对电信业务的需求越来越多样化,虚拟运营商移动通信服务应运而生。在中国,作为国家鼓励电信业向民间资本开放,引导民间资本进一步进入电信业的重要举措,移动通信转售业务备受全社会的关注。在中国工信部鼓励虚拟运营商发展的背景下,本文以技术接受模型为基础,通过对以往文献的系统归纳研究了影响虚拟运营商移动通信服务的消费者使用意愿的因素,并建立了相应的研究模型。首先,本文建立研究模型并提出假设;然后,设计并发放调查问卷;第三,借助结构方程模型(SEM)对假设进行检验;最后,得出结论。研究发现,感知有用(PU)、感知易用(PEU)、感知信任(PT)和主观规范(SN)可以正向显著影响消费者使用意愿(UI);感知价格(PP)则对消费者使用意愿(UI)产生显著的负向影响;财务风险(CW)、功能风险(GN)、心理风险(XL)都对使用意愿(UI)产生负向影响;同时,感知易用(PEU)和感知价格(PP)都可以正向影响感知有用(PU);信任倾向(TP)和对服务商的信任(SPT)可以显著影响感知信任(PT)。
[Abstract]:With the development of the mobile Internet, the traditional telecom operator service is being severely impacted, and the demand for telecommunication service is becoming more and more diversified, and the virtual operator mobile communication service emerges as the times require. As an important measure to encourage the telecommunications industry to open up to private capital and guide private capital to further enter the telecommunications industry, the resale of mobile communications has attracted the attention of the whole society. In the context of encouraging the development of virtual operators in China's Ministry of Industry and Information Technology, Based on the technology acceptance model, this paper systematically summarizes and studies the factors that affect the consumer's willingness to use the mobile communication services of virtual operators, and establishes the corresponding research model. This paper establishes the research model and puts forward the hypothesis; then, the questionnaire is designed and distributed; thirdly, the hypothesis is tested with the help of the structural equation model (SEM); finally, the conclusion is drawn. Perceived usefulness, perceived ease of use, perceived trust (PTT) and subjective norms (SNN) can positively and significantly affect consumers' willingness to use UIs, while perceived prices (PPPs) have a significant negative impact on consumers' willingness to use UIs. Financial risk, functional risk, and psychological risk have a negative impact on the willingness to use UIs; at the same time, Both perceived ease of use (PEU) and perceived price (PPV) can positively affect perceived usefulness, and trust tendency (TPN) and trust in service providers (SPT) can significantly affect perceived trust.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F713.55

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