定制环境下捆绑服务模式对消费者选择的影响

发布时间：2018-03-07 01:27

本文选题：消费者行为　切入点：享赋效应　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：移动互联网时代的来临,消费者的需求呈现出多样化、个性化的发展,同时也催生电信行业更多的业务应用,消费者如何选择业务关系着运营商发展。然而,面对消费者的业务形态多元化,电信运营商的业务推荐还是非常单一,缺少消费者的参与。定制化业务的推介对今后运营商的发展非常重要,所以本文研究定制化情景下捆绑服务模式对消费者选择的影响具有很强的现实意义。消费者在面对任何决策时都表现为有限的理性,在具体的情景下其选择偏好会发生偏转。因此,本文结合消费者行为学及行为经济学理论,利用情景模拟实验来探讨不同的捆绑模式对消费者决策的影响,深入的研究消费者在决策过程中的心理感知、决策难度、决策参与程度及决策满意度等方面。通过行为经济学中的“禀赋效应”、“框架效应”、“对比效应”等理论来分析消费者在不同捆绑模式下的决策,同时把资源约束的情景引入实验过程,使得研究更为客观和准确,更贴近消费者的真实决策过程。实验结果证明,受损失厌恶、业务属性等因素的影响,消费者在不同捆绑方式上对业务选择有明显的偏好。而且,不同捆绑模式会影响消费者的决策过程,如决策心理、决策参与程度、价值感知等。最后本文根据实证分析的结论探讨了电信运营商业务捆绑的营销策略,为电信企业的业务发展提供了理论参考和研究启示。
[Abstract]:With the advent of the era of mobile Internet, the demand of consumers is diversified and individualized. At the same time, it also accelerates more business applications in the telecommunications industry. How consumers choose business is related to the development of operators. However, In the face of the diversification of consumer business patterns, the recommendation of telecom operators is still very single, lacking the participation of consumers. The introduction of customized services is very important for the future development of operators. Therefore, this paper has a strong practical significance to study the impact of binding service model on consumer choice. When consumers are faced with any decision, they have limited rationality, and their preferences will deflect in specific situations. Therefore, this paper combines the theory of consumer behavior and behavioral economics. The influence of different binding models on consumers' decision making is discussed by scenario simulation experiment. The psychological perception and difficulty of decision making are deeply studied. Based on the theories of "endowment effect", "frame effect" and "comparative effect" in behavioral economics, this paper analyzes the decision of consumers in different bundling modes. At the same time, the situation of resource constraints is introduced into the experimental process, which makes the research more objective and accurate, and closer to the real decision-making process of consumers. The experimental results show that consumers have obvious preference for business choice in different bundling modes affected by loss aversion, business attributes and other factors. Moreover, different binding modes will affect the decision-making process of consumers, such as decision-making psychology. Decision-making participation, value perception, etc. Finally, based on the conclusion of empirical analysis, this paper discusses the marketing strategy of telecom operators' business bundling, which provides a theoretical reference and research inspiration for the development of telecom business.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626;F224

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