| With the expanding of new mobile communication technology, value-added service products have become the new star in the mobile communication service market, which will be the trend of mobile communication market in the future. Consumers not only need high-quality communication services, but also need various value-added products. Mobile newspapers are the most fast-growing and gradual mature products. What is the developing trend in the future? Scholars and enterprisers have made lively discussion about it. But study on consumer behavior of the mobile newspapers, little attention is paid today.The article represents current situation of mobile newspapers development firstly, then it probes the main factors influencing consumer behavior of mobile newspaper with full investigations, through quantitative research, principle constituent method and factor analysis. The following conclusions can be drew from this paper:Firstly, the most satisfaction field in the mobile newspaper service. Consumers are more satisfied with the diversity,localization and convenient information of mobile newspapers, not with received time, frequency and canceling convenient which lead to the normal mobile operation.Secondly, the focus factors which make consumers choose mobile newspaper. Consumers would take more eyes on such as fee, news, order or cancel convenient factors.Third, the objective consumers characters of mobile newspaper. The author concludes the characters of objective consumers, such as age, education degree, career, which kinds of added-values services they order or whether they would like to read newspaper.Lastly, study the consumer behavior of mobile newspaper. Satisfaction degree of consumers is influenced mostly by products service and design, and substance in the mobile newspaper. What are the most important factors influencing consumers to order mobile newspaper? At first, it is the substance in the mobile newspaper, and then is the products service and products design. |
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