Researech On Customer Purchasing Intention Affecting Factors In Mobile Value-added Service

In4G era, the mobile value-added services have becoming the effective tool to occupy the market share used by Tel-communication Corporation. The mobile value-added services are those services developed to meet different customer need or requirement and be multiple optional for customer besides the basic voice service. One mobile user can order such services to have access to different types of valuable mobile services. Nevertheless, what’s the main character of the mobile value-added services? How it affects the customers’attitude to the products? Which factors affect the customer purchasing intension? The answer of these problems is related to the future market share and sustainable profit gaining. The research is extremely meaningful in the near future.The whole research is separated by six parts. In the first part, the research background, the meaning of the research, the content and methodology and technology roadmap is introduced. The second part is about the theory about customer purchasing intension. In the literature review, the Technical Acceptable Model (TAM) proposed by Davis is a fundamental theory structure for such a problem. And the UTAUT Model also use such four factors performance expectancy, effort expectancy, social influence, facilitating conditions as the main factor that may affect the customer purchasing intension directly. In the third part, the paper combines the research for the trait of the mobile value-added services, customer group and the potential customer group with the introducing of UTAUT model to give a more specific and functional use of the theory. In the model, the factor is concluded to be perceived usefulness, perceived ease of use, convenience, social influence, service quality, compatibility, perceived cost, perceived risk, customer innovation that may affect the purchasing of customers. The fourth part is about the process of the collecting of210effective questionnaires and after that, the reliability and efficiency is tested. With the correlation analysis, regression analysis and sample analysis by SPSS in part five, the factors that affect the customer purchasing intension is recognized. And in the last part, based on the statistical analysis, the research also give practical the suggestions of the development, marketing strategy and operation in the future and the marketing strategy to different types of customers with the theory model.With the process and analysis between relevant factors, we identified the five factors such perceived usefulness, perceived ease of use, social influence, perceived cost, perceived risk and customer innovation as the effective factors. And the perceived cost is the most extinguish one. Age is one category to separated form customer group while sex and education background is not extinct.