A Study On Perceptive Value Structure Model Of Cell Phone Users Of Mobile Data Services

Since the1990s, China’s telecommunications industry is developing rapidly andhas become the world’s largest fixed and mobile telephone network. Especially, mobiletelephone network increases more rapidly. At the same time, along with the arrival ofthe era of3G, the development of mobile value-added services has entered a new stage,Mobile data services has increased dramatically and has gradually catch up withtraditional voice services. Therefore, it is urgent to measure the perceived value ofmobile phone users. Mobile data services market is a typical bilateral market, and it is agreat challenge to measure perceived value of cell phone users. At present, the judgmentof the perceived value of the mobile phone users mostly focused on the mobile phoneusers on the traditional voice services and, however, operators didn’t pay too muchattention to consumer behavior on mobile data services, it also was rarely reflected inthe valuation.The paper combined with in-depth analysis of the characteristics of mobile dataservices, especially the bilateral market characteristics, to divide the perceived value ofmobile phone users into self-realization value, security value, quality value, monetarycosts, non-monetary costs, service value and emotional value. At the same time, thepaper analyzed the non-singularity of the sources of the perceived value of mobilephone users, and built the models from the overall perception value of cell phone users,based on mobile operators and based on the content providers. This study collected datathrough the online questionnaires. In the survey, a total of248questionnaires, of which236valid questionnaires, effective recovery rate of95.16%.The paper used SPSS and AMOS to test the reliability and validity of the data, andfinally determined three structure models of the perceived value through factor analysisand linear weighted formula, and used the perception structure models of mobile datavalue to measure the perceived value of mobile data service users. Finally, according tothree theoretical models, the paper analyzed and discussed the results, and made anumber of targeted management recommendations for mobile operators and contentproviders.