Research On The Influential Factors Of The Purchase Intention Of DTMB Service For Migrant Workers In Shanghai

There are nearly 10 million migrant workers whose main entertainments are watching TV in shanghai. However, in the main living areas for them, cable TV and internet can not reach which may cause some bad consequences. While DTMB transfers TV to people’s TV by transmitting equipment and transmission equipment. It can be applied to all the TV subscribers without the problems of operational difficulties and cable coverage. So it has an irreplaceable effect in the complicated geographical and architectural environment.The paper analyzed the current cultural life and requirements for the DTMB service of the migrant workers based on the theoretical basis of perceived value, subjective norm and self-concept congruity. On the same time, it reviewed the development history of the digital TV industry and considered the actual situation of the development condition of DTMB users in Shanghai to choose the key factors that influence the purchase intention of the migrant workers, then built a model for it and proposed the hypothesis. Next, according to questionnaire survey, data collection, statistical analysis, using structural equation model and variable design to verify the hypothesis. This research comprehensively used the statistical software Smartpls3.0, descriptive statistics and reliability and validity analysis method, which is the empirical support for the main part and key hypothesis section in the theoretical model in this paper. Thus it established the final theoretical model structure of this study. The main conclusion for this paper is that perceived value, subjective norm and ideal self-concept congruity had positive effect on the purchase intention, while real self-concept congruity had little effect on it. After sales support, rich program, convenient installation, clear picture and preferential tariff had positive effect on the perceived value, while perceived risk and perceived cost had little effect on it. Based on these conclusions and the real situation, this paper pertinently brought forward the market strategy of the user development among the target group of migrant workers in Shanghai. On the one hand, the DTMB should try to strive for competitive edge and develop more and more users to serve the development goals of the enterprise. On the other hand, it can improve the service and balance the public service to make the migrant workers enjoy the same TV service, and the positive voice can be fully spread and make a better meet on their needs for entertainments.