| Specifically for the undergraduates'perspective, the impression upon mobile telecom operators is a subject image in their minds towards an object of those operators. An investigation of impression formation can significantly promote the development of theories in this discipline, and thereafter provide the theoretical support for potential applications. Up to present, the impression study for organizations or enterprises has not been well addressed. Based on literature reviews and relevant surveys, a two-dimensional infrastructure was proposed to represent and further analyzed these impressions. Accordingly, a surveying form called'Impressions on Mobile Telecom Operators'was formulated in terms of questionnaires. Totally 552 undergraduates were selected in this survey for the purpose of impression management. It was found from the results that:1. The surveying form possesses relatively high reliability and efficiency via exploratory factors analysis, which comprises seven exploratory criteria, i.e. fashion, marketing, technological, employee, branding, servicing and virtue impressions.2. There exist significant differences amongst different demographic subjects (e.g. gender, age, grade, division groups) on account of various ratings on each criterion and overall rating value. The differentiation is cohesively associated with the change of card number, selection preference, consumption level, etc.3. These impressions are resulted from such issues as personal experiences and comments, television commercials and magazine advertisements.4. The criterion, which ranks from the most to the least importance, involves respectively the experience of undergraduates, comments from fiends and relatives, reputation of companies, advertisements on media, original and reformed impression, personalities and moods, professional and non-professional comments.
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