The Impact Factors On Adopting Mass Customization Of Mobile Servise Package For Customers

With the development of Mobile Service Industry, it is more and more competitive in Mobile Operators. And customer requires more personalized Mobile Services, such as data services. Under this background, we raise this research topic: what will influence customer to adopt Mass customization of Mobile Service Package?Our research is aimed to find out the factors which would impact customers to adopt Mass customization of Mobile Service Package, and then propose relative management suggestions to help Mobile Operators implement Mass customization effectually. The research uses investigation to get data, and uses regression analysis to verify research model and hypothesizes.The main contents of our research are briefly introduced as below:Firstly, we review the literatures of Mass customization, Adoption, characteristic of Mobile service.Secondly, we build the research model based on the review of relative literatures.Thirdly, we test and verify the model by practical survey and data analysis. With the analysis of survey results, we find that: five independents have direct or indirect influence on the customers' attitude to Mass customization of Mobile Service Package, and their adoption intention depends on the attitude. These five independents are Personal Support Service, Perceived Usefulness, Perceived Easy of Use, and Strategy of Mobile Operator on mobile service package, and Perceived behavioral control.At last, we propose four management suggestions: enhance the customer service support; improve the management of customer requirement; simplify customization through application of modularity, and make reasonable strategies on Mobile Service package.