| From the point of the market, the different Carriers can rarely supply the customers with different service on the 3G era, when th e market of the Telecom becomes mature. And the customer's swit ching intention to the other carrier and its service is more and mor e obvious due to the severe competition. However, a dominant patt ern of the communications market is still relatively clear. From the point of resources, the mobile number as the identification faces si gnificant resource pressures, with the penetration of the user. Theref ore, in order to optimize the market structure, monitor the communi cations market, as well as the balanced development of the purpose of sub-charge use of resources, China's telecommunications market introduced a one-way number portability and other asymmetric reg ulatory policies to promote the healthy development of the telecom munications market, pre-in Hainan, Tianjin, in 2008.Therefore, this paper tried to study the switching intention of China mobile's users innovatively, under the environment of number portability policy. Thispaper tried to discover whether such policy can really impact the user's tendency to switch to other carrier prac tically. At the same time, this paper helped to find the most import ant factors on switching intention, and to provide the theory and pr actice recommendations about balanced development. This paper reviewed numbers of literatures about implementatio n of the mobile number portability policy and switching intention. This writer conducted a questionnaire survey on the China Mobile users, as the leader in the China's telecommunications industry, and selected 400 mobile users from the pilot cities, obtaining 281 vali d questionnaires finally. The paper analyzed that the CS was the m ost important factors to the switching intention, and the policy play ed some regulatory role on the relation between the obstacles and s witch to other networks will have, with AMOS16.0 and SPSS15.0 data-processing tools. |
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