基于离散选择模型的电信资费套餐选择行为研究

Research on the Behavior of Choosing a Tariff Plan in Telecom Industry Based on Discrete Choice Model

以大学生为例,采用离散选择模型对影响电信客户选择资费套餐行为的因素进行了研究。结果表明,运用嵌套Logit模型比多元Logit模型更能解释影响客户选择资费套餐行为的因素,品牌对客户是否选择中国移动和中国联通的影响大于是否选择中国电信的影响,应付通信费对客户是否选择中国联通和中国电信的影响大于是否选择中国移动的影响,并且中国联通和其他运营商的套餐之间具有高度的替代性。

This study takes college students as an example and applies DCM to investigate the customer＇s behavior of choosing a tariff plan of telecom operators. The result shows that NLM has more advantages than MNL in explaining the customer＇s behavior of choosing a tariff plan; to a customer, the brand has more influence on choosing China Mobile or China Unicorn than on choosing China Telecom, the fee that should be paid has more influence on choosing a tariff plan of China Unicom or China Telecom than on choosing the one of China Mobile; the property of high substitutability exists between the tariff plans of China Unicorn and the ones of the other two telecom operators.