移动互联业务使用意愿的影响因素研究

2009年1月7日,三张3G牌照的发放,标志着我国正式进入3G时代。以此为背景,研究了影响消费者使用3G业务,即移动互联业务的相关因素。通过问卷调查形式,基于消费者行为路径理论,主要是创新扩散理论,构建了影响移动互联新业务开展的各种因素;并通过逐步多元回归分析,提取出了影响消费者移动互联使用意愿的核心因素。最后,针对研究结果对产业链上的商家提出了几点建议。

To Study on Influencing Factors for Usage Intention of Mobile Internet

Our country claims to enter the times of 3G with the grant of three 3G license plates on January 7th, 2009.This article,in this context, discusses the factors which influence consumers' attitude towards intention of using 3G service or mobile internet service.This article, through the questionnaire survey, applies the theory of consumer behavior way, especially the innovation diffusion theory, to examine the factors that influence mobile internet usage intention.Then it adopts gradually multiple regression ...