An Empirical Study On The Effect Of 3G Experience On Consumer Purchase Intention

3G era of China's telecommunications industry has come, which means that after the reorganization of the telecommunications industry's three major operators -China Mobile, China Unicom, China Telecom, the competition among these three will be increasingly fierce, and the scope of competition is expanding from basic business such as voice, data services to a high-end platform such as more advanced value-added services. China's mobile communication customers show the characteristics of great number, rapid growth, and high requirements. As a consequence, telecommunication operators have to meet different customer group's demand for mobile communication business, especially the needs of various value-added services with 3G technology as the carrier.Nowadays, as the flourishing development of experience economy and the diversification of customer demand, customer experience has become an important means in marketing promotion. In the process of experience, customers can not only form a sensory perception of the services provided by the enterprises, but also create some internal emotional connections, even construct more extensive social connections, thus impel customers to make a positive evaluation of service, and generate purchase intention and behavior. The theoretical study and practical exploration before mostly are focused on impact of the relationship between customer experience and customer loyalty, but lack the relatively deep empirical research into the customer experience's impact on consumer behavior.Based on previous research, this article firstly reviewed the development process of 3G and related experience theories, and laid a solid theoretical basis. Then combined the characteristics of the telecommunications industry, the author introduced the most classical rational behavior theory and model in the consumer behavior field to analyze the relationship between customer experience and the subjective norms, purchase attitudes and purchase intention, thus established the model in this study. Finally this paper used the 3G-experiencers as research object, and accomplished the empirical test of hypotheses and models.The empirical tests in this paper proved that the customer experience have a significant positive effect on customer purchase intention through two intermediate variables-purchase attitudes and subjective norms. Among them, the customer's five different types of experience respectively have significant positive effects on purchase attitudes and subjective norms, which may directly or indirectly influence the customer's purchase intention. Being different with the previous theoretical models of rational behavior, the study in this paper proved that subjective norms have a significant positive effect on the purchase attitudes.