Network Product Features-Based Study On Affecting Factors Of 3G Service's Purchase Intention

At present, with the rapid development and large application of information technology, a growing number of network products has come into people's daily lives and even become a necessity. The features and market characteristics, which are different from traditional commodity, are exerting a profound impact on consumer behaviors. Firstly, based on the classic theory of network effect and some domestic research, this paper stresses on the features of network products. Secondly, this paper carries out a comprehensive analysis on the network product (the 3G service). Finally, this paper carries out an empirical analysis on consumers'purchase intention on 3G service with the help of the results of related researches.The researches of this paper include:1. According to the relevant researches, this paper analyzes the factors which influence consumers' purchase intentions of 3G services, and put forward models and assumptions.2. This paper tests the models and assumptions and proposes suggestions of 3G service.Through above researches, this paper's main conclusions are as follows:1. the factors influencing purchase intentions include:network effects, service quality, the quality of complementary products, and switching costs weighs little on purchase intentions. Among above 3 factors, the service quality is the most influencing factor, which is followed by network effects and the quality of complementary products in turn.2. According to the theoretical and empirical analysis of the market, this paper proposes suggestions of 3G service:network effect, service quality, complementary products.