移动数据业务手机用户感知价值结构模型研究  

Perceptive Value Structure Model for Cell Phone Users of Mobile Data Services

作　　者：张瑞金[1] 李国鑫[1] 王茹[1] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150006

出　　处：《中国软科学》2014年第8期138-149,共12页China Soft Science

基　　金：国家自然科学基金项目(71172156;71272173)

摘　　要：现有的研究大多聚焦在移动用户的传统语音业务的客户感知价值构成及其测量,而对于移动数据业务的消费行为,一般很少在价值评价中体现出来。移动数据业务市场作为典型的双边市场,给手机用户感知价值的评价增加了很大难度。移动运营商作为平台企业,其用户的感知价值来源于两方面,其平台上游有众多内容提供商,平台下游有数量巨大的手机用户群,因此有必要厘清手机用户感知价值的来源和结构。分别从移动数据业务的总体感知价值、来自移动运营商的感知价值和来自内容提供商的感知价值3个层面构建了客户感知价值的结构模型,通过实证研究结果对感知价值测量指标的重要度进行了排序,并分别为内容提供商和移动运营商针对移动数据业务市场提出了有价值的管理建议。Existing researches mostly focused on the structure and measure of customer perceived value which is provided by traditional voice services to mobile users. However, consumption behavior of mobile data services is rarely reflected in the value assessment. As a typical bilateral market, mobile data services market makes it difficult to assess the mobile users＇ perceived value. As a platform enterprise, mobile operators＇ customer perceived value is derived from two aspects ： content provider from upstream and mobile phone users from downstream. So, it is necessary to sort out the source and structure of the mobile phone users＇ perceived value. This paper built the perceptive value structure model, including three levels： overall perceived value provided by mobile data services, perceived value provided by mobile operators and content provider. According to the results of empirical research, we sorted measurement index of perceived value by importance. And, we made some management suggestions on mobile data services market to the content provider and mobile operators.

关 键 词：移动数据业务 感知价值 双边市场 平台企业 

分 类 号：F270[经济管理—企业管理]