大学生转换移动通信服务商影响因素的实证研究

An Empirical Study on the Factors Influencing the Conversion of Mobile Communication Service Providers by College Students

大学生移动通信市场规模庞大且极具潜力,除了我国移动通信行业的三大运营商抢夺该市场外,其他同行业和跨行业的竞争者进一步加剧了竞争态势。如何保持大学生用户,防止大学生用户转换服务商至关重要。通过对国内外有关文献的梳理,提出大学生转换服务商的七个影响因素。通过问卷调查以及运用SPSS软件进行数据分析,得到五个因素对大学生转换移动通信服务商有着显著正向影响,影响程度从高到低依次是社会关系影响、不便利、核心服务出错、资费模式不合理、竞争者吸引。同时在此基础上,为企业提出相应的建议。

Undergraduate mobile communication market is huge and potential. In addition to Chinese three major mobile communication operators,the other same industry and cross industry competitors also grab this market share. It is essential for operators to keep college students and prevent their switching intention. Based on the existing literature,this paper puts forward seven factors. Based？on the questionnaire survey and the SPSS data analysis,the conclusion of the empirical analysis has confirmed that the five factors have significant positive impact on undergraduate switching intention. The impact on the switching intention of these five factors in descending order are：social connection,inconvenience,core service failure,unreasonable pricing model,attractiveness of competitors. According to the conclusion,this paper gives some advice.