Study On Consumer Behavior Of Wireless Music

With the completion of telecommunications industry's reorganization, the competitions get much intenser and products grow homogenization. The traditional marketing methods can not bring good benefits from promoting value-added mobile services. So how to stimulate consumer behavior through effective marketing methods becomes one of popular academic subjects. The study of consumer behavior in the past mostly focused on antecedent factors, such as personal factors, cultural factors, social factors and market factors. But in recent years, scholars have focused on psychological factors'influence on purchasing behavior, that is, customer perception's impact on behavior intention. Facing the mature of 3G technologies and increasingly changing individual needs, how to influence consumer perceptions and thus inducing the formation of behavior intention will play a crucial role on promoting the value-added mobile services. In order to make the research more comprehensive and innovative, three stages of research work are conducted on the basis of three core concepts that are perceived usefulness, behavior intention and customer experience.First, on the basis of literature review and qualitative interview, the dissertation defines the concept of perceived usefulness in wireless music services as the perception of advantages which wireless music services have but those replaced services don't, which includes improved communication efficiency, increased entertainment, showed personality. The dissertation further specifies three perceived usefulness dimensions:perceived communication, perceived entertainment, perceived personality. Using the data of customers of communication industry, a reliable and valid three-dimension scale is developed.Secondly, based on perceived value theory and Technology Acceptance Model theory, the dissertation builds up a theoretical model, in which the three dimensions of perceived usefulness and perceived ease of use influence behavior intention via perceived value and attitude toward using. And then the model is tested empirically. The results show that in the relations between the three dimensions of perceived usefulness and perceived ease of use, perceived personality has significant effect on perceived communication and perceived entertainment, as well as perceived ease of use also has significant effect on perceived entertainment. The results also indicate that perceived value and attitude toward using are the most immediate antecedents of behavior intention. Both of them influence behavior intention, while perceived value also influences behavior intention via attitude toward using. Furthermore, the three dimensions of perceived usefulness and perceived ease of use also have positive effects on perceived value and attitude toward using.Finally, the dissertation divides samples into two groups which represents experienced and non-experienced respectively, and examines the moderating effects of customer experience to the relationship between customer perception and behavior intention. After testing the theoretical model in the samples of different customers'experience, we conclude that the model is valid in different customer experience. By testing the differences of the path coefficients in different customer experience, we draw the following conclusions. In the relation between customer perception and behavior intention, perceived communication, perceived entertainment, perceived personality and perceived ease of use's influence on perceived value of experienced customers are more significant than non-experienced ones. While perceived entertainment, perceived personality and perceived ease of use's influence on attitude toward using of experienced customers are more significant than non-experienced ones.