Analysis Of Factors Impacting On Telecom Information Service Product Diffusion And Empirical Research

At present, the major carriers are transforming to information service providers. In this process, all of the carriers make product transform first. They recognize the information service product has wide application, so they begin to develop it. In this fierce competition of telecom information service product, how do the carriers combine their own characteristics to promote telecom information service product? What are the factors impacting on telecom information service product? Where do the carriers enhance their core competitiveness in the field of information service to complete this transition? These are important issues for every carrier to be settled urgently.Telecom information service product diffusion has the same phenomenon with natural substance diffusion. For example, when heating or mixing a glass of water with red liquid, the diffusion speed of red liquid will be accelerated. This is because the temperature and molecular velocity are main factors impacting on substance diffusion. Similarly, the telecom information service product diffusion is also impacted by some factors. In this paper, author applies technology innovation diffusion theory into telecom industry, to study the key factors impacting on telecom information service product diffusion. These factors are the focus that telecom carriers upgrade their own competitiveness in the field of information service.Based on the technology innovation diffusion theory and characteristics of telecom information service product, and in terms of system construction of technology innovation diffusion, author extracts diffusion object's advantage, consistency, ease, test and observation, diffusion source's strength and image, customer's need, characteristic and purchase experience, information diffusion channel, price and other factors, build the model of factors impacting on telecom information service diffusion, and put forward some hypothetical proposition. Then, author uses questionnaire survey, structural equation modeling and other methods to make empirical research, test and verify the model and hypothetical proposition, and draws affective significance and strength of factors impacting on telecom information service product diffusion. According to affective strength, 12 factors are divided into four categories (key factors, secondary factors, weak factors and no significant factors). At last, aiming at key factors, author raises a number of marketing proposals to help carriers to upgrade their competitiveness in transitional period.