Value-Based On Consumers' Purch-Asing Intention Of The Mobile Crbt Market

With the formation of the entire service competition and the approaching of 3G era, Telecommunication Industry is undergoing tremendous change and facing fiercer competition. At present, due to a single homogenization of competition, the ARPU (Average Monthly Revenue per Unit) in the traditional voice service of telecom industry has been on the decrease while the value-added service shows the uprising tendency, which becomes an important tool to stop the decline in the value of the user ARPU for the operators. CRBT,2003, is a one of the most exciting value-added services, which introduced firstly by China Mobile in May. The market scale developed rapidly, from scratch, from small to large Just for two years. The market scale in 2008, has already reached 98 billion Yuan, to increase 5-10 Yuan in the value of the operators'ARPU. However, with the CRBT market continues to develop, especially into maturity.The phenomenon, such as low activity of the CRBT's User, difficulties in the development of new users, has become reality, which mobile operators have to face. Therefore, it will have a strong urgency and necessity to enhance buying intention of the CRBT's consumers, which is also the main issue to study in this paper.The thesis bases on users'views to probe into consumers'buying intentions of the CRBT and the factors which influence consumers' intentions. After reading and summarizing a number of relevant literature, with a reference to Value-Behavior Model study framework,the author brings the theories on perceived entertainment, perceived risk, perceive value, and Symbolic consumption to construct purchasing intention research model of the CRBT,which bases on investigations from users' usage experience. The author also brings consumer characteristics as a control factor into research model to get further empirical analysis. Through data analysis and statistic discussion from valid questionnaires, the thesis came up with some main conclusions as follows:(1)The factors that affect consumers'perceived value of the CRBT included perceived usefulness, perceived ease, perceived entertainment, perceived risk, perceived price, and perceived influence of reference group.There is no necessary relevance between Symbolic self-perception and consumers'innovation(2) Among the factors that affect consumers'purchasing intention of the CRBT, perceived value plays the leading role; Perceived usefulness, perceived ease, perceived entertainment, perceived price not only have direct effect on purchasing intention, but also indirect impact on purchase intentions through perceived value. Perceived risk and perceived influence of reference group only have indirect effect on purchase intention through perceived value. Symbolic self-perception and consumer'innovation have direct impact on purchasing intention.(3) Demographic variable function differently in the dimension of factors that affect consumers'purchasing intention of the CRBTFinally, based on the empirical analysis of purchasing intention, the author gave some advice and suggestions to develop the service of CRBT and to expand the market scale.