信息服务在线个性化定制决策影响因素研究——基于大学生移动通信服务定制实验  

Influencing Factors of Online Customization Choice of Information Service——An Empirical Study Based on College Students' Mobile Communication Service Customization

作　　者：万晓榆[1] 吴继飞[1] 林瑛[1] 

机构地区：[1]重庆邮电大学经济管理学院,重庆400065

出　　处：《北京邮电大学学报（社会科学版）》2014年第4期55-61,共7页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：国家软科学研究计划重大项目(2011GXS1D003)

摘　　要：在线定制已成为全新的经济服务模式和利润增长点。基于某高校119名大学生2 380个实验样本数据,使用ANOVA与Logistic回归模型,对移动通信业务的在线个性化定制决策的影响因素进行实验研究。结果表明,大学生定制移动通信业务除了受到大学生对业务的偏好程度与业务重要性的影响,还受到定制模式(加法模式与减法模式)与业务类型(积极业务与消极业务)及两者交互作用的影响。研究结论有助于引导消费者在线定制决策与激励促进信息服务消费的影响因素,为企业在线定制化服务实施创造利润提供新的视角。Online customization has become a new mode of economic service and the profit growth point. Based on the 2, 380 experimental samples from 119 college students, an empirical study on the influencing factors of online customization choice of mobile communication service is conducted by using ANOVA and Logistic regres- sion model. The results show that the consumer preference and the importance of service have a significant posi- tive impact on customization result; option framing （additive option framing or subtractive option framing） and service type （positive service or negative service）, and their interaction also influence college students＇ online customization choice of mobile communication service. The findings help to guide customers＇ online customiza- tion choice, and provide companies with a new perspective to strengthening online customization service.

关 键 词：信息服务 在线定制 选项框架效应 消费者认知 业务类型 移动通信服务 

分 类 号：F626[经济管理—产业经济] F49