Zhejiang Urban Floating Population, The Public Telephone Communication Consumer Behavior Research

In recent years, telecommunication services in rural areas fell behind urban. "Digital gap "is spacing out between in rural areas and urban. Contracting "digital gap" and promoting the moderate development is basic to constuct the information society. For long time, public telephone with distributely extensive geography position advantage, as the representation of the mass telecommunication service, it has provided the convenience and efficient of the speech telecommunication service to the public, and becomes first choose of the information communication tool to migrant population. Under the background of already gradually saturated in urban and not getting the valid development with the rural market about public telephone, full developing the rural telecommunication market may become a focus that each telecommunication enterprise will considerate.Therefore, this thesis will study fluid population on consumption behavior as the correspond point in urban-rural continnum of Zhejiang. With the telecommunication enterprise's angle, we carry on the theories analysis and substantial evidence researches combining with the related problems of public telephone consumption in urban-rural continnum of Zhejiang.This thesis is divided totally into five sections. First, the section has a cushion in the full thesis, and gives the function of outline, elaborating simply the meaning of this research and the correspond point, clarifing the contents and the technique route of this research, definiting related concept. Second,the section rviews related literatures of consumer behavior theories and this application on consumption of public telephone.lt pointedly discusses the current scale of fluid population, the structure changes of the fluid population and the characters of the consumption on public telephone in the province of Zhejiang. Introducing simply the management of general regulations on the public telephone in developed countries. These lay the theories foundation for the model of the establishment study originally and the substantial evidence analysises. Third, intoducing the research model and the research methods. Basing on chapter 1 and chapter 2 and the actual consumption behavior and cognitions of fluid population about the public telephone in urban-rural continnum of Zhejiang, we build up the consumption behavior of the theories model and the hypotheses. And introducing the questionnaire of the design and the sampling method, the collection of data and the methods of the research in detail. Fourth, the substantial evidence analysis.Combining 533 samples,we analysis and explain influence factors on consumer behavior of public telephone.With SPSS ,it give a descriptive statisticanalysis on samples.This text employs factors analysis to reduce variables ,and through reliability analysis ,it tests the reliability of variables in the model.Basing on these results, we apply regression analysis to validate the model hypotheses and gain related conclusions. For example, the price of public telephone influences negatively on the motive of using and consume levels and loyalty and purchase time about consumption behavior of the public telephone in urban-rural continnum of Zhejiang. The consumption behavior such as the motive and the product hobby and consumption forms and loyalty is affected by the service cognition factor. At the same time, to some extent demographics character affects the consumption behavior of the public telephone in urban-rural continnum of Zhejiang.Finally, according to the above theories and substantial evidenceses analysis, it draws some conclusions and puts forward the related suggestions so that these will raise the consumption level on using the public telephone.