Mobile Value-added Crbt Consumer Behavior Of Empirical Research

Although great changes have occurred in people's lifestyle due to the development of Mobile Communication industry, the monotony of the traditional mobile voice service results in homogenization of competition and the increase of Average Revenue Per User(APRU) and churn rate (Hatton,2003) . Personalized and comprehensive value-added mobile services have become essentially important for operators to attract customers. Meanwhile customers are getting mature gradually with the widespread of value-added mobile services, the improvement of internet technology , the continuous emergence of renovation and severity of the market competition (CCW, 2006). Thus mobile communication industry faces an important problem as to how to provide value-added mobile services with marking strategies and customer development strategies through analyzing customer behavior on the condition of customer diversification and market segmentation. Which service is to be chosen out of value-added mobile services as a representative for the research?Value-added mobile services of Coloring Ring Back Tone mobile services or value-added services of finance, insurance as well as Internet. Meanwhile, although integrated variables may not be remarkable to individual consumers due to the fact that employing CRBT is only a minor decision for consumers, the variables of integrated model are remarkable and important to improve the services of operators and facilitators if consumers can be taken as a whole concept.The empirical analysis of this paper consists of two stages. The first is Empirical analysis, which aims to filtrate the measurement items of all variables and form the ultimate survey questionnaire through the analysis of the measurement validity and credibility. The second stage is CFA, which, through SEM analysis of causal model, aims to unveil the relationships and influence of various variables in the model. After the empirical analysis of 490 valid samples with AMOS5.0, its innovations can be concluded that:1. It establishes and empirically proves the behavior model of CRBT consumers. It establishes a complete empirical analysis model researching elements influencing consumption of Value-added mobile services by extending and modifying TAM on the basis of Davis's (1989) technology acceptance model in combination with behavioral beliefs, normative beliefs and control beliefs and their antecedent variables in Theory of Planned behavior as well as five dimensions of innovation features in theory of diffusion of innovation with an additional variable, namely entertainment. Integrating into one model major relationships between three theories and variables is rare in research on value-added mobile services. This study adopts a totally new perspective to make empirical study on consumption behavior of CRBT.2. This paper reveals the particularity of consumption behavior of CRBT. Factors proved to be remarkably influential to consumption behavior, e.g. Perceived Behavioral Control, perceived ease of use and testability, fail to work on consumption of CRBT. consumption from various angles. Through questionnaires and empirical analysis, this paper does empirical research on key hypothesizes of the theoretical model and draws some important conclusions which are different from findings of home and abroad.A. the findings of this paper indicate that Control Beliefs have no remarkable influence on real consumption variable, which is totally different from traditional belief that Control Beliefs influence both Behavior Intention and real behavior (Ajzen et al.1986) and contrary to the conclusions on value-added MMS services, mobile business (pedersen, 2001) and value-added mobile services while consistent with the conclusion on Mobile Phone Parking research by Pederson (2001).B. The findings of this paper indicate that perceived ease of use has no remarkable influence on the variable of attitude towards using. Apart from hypothesis of positive influence of perceived usefulness and perceived ease of use on attitude towards using (Davis, 1989) , the finding is also inconsistent with some relating research findings which indicate the important effect of perceived ease of use on value-added mobile services(Pedersen, Nysveen et al. 2003; Wu and Wang 2005; Hsu, Lu et al. 2006) while is similar to conclusions by Ling(2001),Oksman & Rautiainen(2001)and Taylor & Harper(2001). This paper analyzes that the reason of this finding is that consumers of CRBT are on the whole young people who are technology-equipped, more innovative and competitive, who are ready to explore service functions and to use them in advance.C. The findings of this paper reveal that testability of CRBT has no remarkable influence on the variable of attitude towards using, which is inconsistent with the conclusions of some other researchers(Rogers, 1983), namely users can learn through practice and possibility of use can be increased, while is consistent with Hsu's (2006) conclusion, indicated by the findings of regression analysis, that perceived ease of use, testability and image are not influential factors. This research also testifies that 50 entertainingness of CRBT is remarkably correlated with the variable of attitude towards using, thus expanding the five dimensions of innovation features in theory of diffusion of innovation. By making empirical study on six variables, this paper draws conclusions which modify the adaptability of innovation features model to CRBT.3. With factor analysis and cluster analysis, this research categorizes consumers into three different technological lifestyles and, by making comparative studies on consumers of different categories, it draws some important conclusions. First, like total sample, samples of the three categories of consumers support the key hypothesis and integrated model of the theoretical models in this paper. Second, this research indicates that the relative advantage of CRBT has remarkable influence on the variable of attitude towards using in total samples but not so in two categories of consumers, namely independent consumers and fashionable consumers. Third, among the hypothesizes in which both total samples and three sample clusters are justified, six hypothesizes have significance level among every two of sample clusters; four hypothesizes have partial significance level among every two of sample clusters, to all of which this research gives reasonable illustration and specific advice. The fact that different conclusions are drawn through comparative study of three sample clusters helps strengthen the conclusions and explanatory power of the theoretical model of this research.