Study About How The Mental Characteristics And Marketing Strategies Influence Purchasing Behavior For Mobile Value-Added Services

The paper tries to evaluate the present marketing conditions of the mobile value-added service in China by comparative analysis with other countries. On the base of the analysis above, combining the related theories of consume psychology and behavior, this paper analyzes how the mental characteristics and marketing strategies influence purchasing behavior for mobile value-added services. The main points that we concern include which psychological characteristics and how to research and develop mobile value-added services can stimulate customers' purchasing desire. At the same time, we also explore the mobile customers' cognition to the value-added business, telephone using habits, psychological preference, and the sense of satisfaction towards present operating strategies. According to the discussion above and the investigation data, the paper give some suggestions on the marketing and requirement research, pricing strategy and service combination which are suitable for all kinds of value-added servicesThe author takes the deep interview to 11 customers and questionnaire with 133 valid samples as major research methods and the main subject of investigation is the mobile customer in Peking. Based on the practical circumstance of telecom market, the paper using the statistical tool--SPSS12.0 to carry on the factor analysis, relativity analysis and comparative analysis with the data of the questionnaire.The result indicates that the customers are more interest in the services that can solve their actual difficulties, so the business that is nearer with their life and work can stimulate their purchasing desire; the customer still be...