Empirical Analysis on Factors Affecting Mobile Internet Users’ Purchase Intention for 3G Handsets  

移动互联网用户对3G定制终端购买意愿的影响因素研究(英文)

作　　者：宁连举 夏文 

机构地区：[1]School of Economics and Management, Beijing University of Posts and Telecommunications

出　　处：《China Communications》2011年第7期144-152,共9页中国通信（英文版）

基　　金：supported by China Fundamental Research Funds for the Central Universities under Grant No.2011RC1006;Humanities and Social Sciences Planning Fund Project, Ministry of Education of the PRC under Grant No.11YJA630081

摘　　要：The research on consumers' purchase intention for 3G handsets has important theoretical and practical value. This research puts forward four key factors which influence consumers' purchase intention based on the cue utilization theory, situational theory and social impact theory, then it establishes the study model for consumers' purchase intention of 3G handsets. Based on the result of the questionnaire survey and empirical analysis, the study shows that social influence is the most prominent factor in purchase intention. Moreover, as different from results of previous studies, the situational influence factors have no significant impact on purchase intention in the 3G handsets market. The results of the model provides a forceful evidence for operators' and handset manufacturers' decision-making of 3G handsets design and marketing strategies, and it will improve their social impact.The research on consumers' purchase intention for 3G handsets has important theoretical and practical value. This research puts forward four key factors which influence consumers' purchase intention based on the cue utilization theory, situational theory and social impact theory, then it establishes the study model for consumers' purchase intention of 3G handsets. Based on the result of the questionnaire survey and empirical a-nalysis, the study shows that social influence is the most prominent factor in purchase intention. Moreover, as different from results of previous studies, the situational influence factors have no significant impact on purchase intention in the 3G handsets market. The results of the model provides a forceful evidence for operators' and handset manufacturers' decision-making of 3G handsets design and marketing strategies, and it will improve their social impact.

关 键 词：purchase intention 3G handset internal (external) cues situational influence factors social influence factors 

分 类 号：TN929.5[电子电信—通信与信息系统] TP393.01[电子电信—信息与通信工程]