Subscribers’ Willingness To Use Network Communication Tools Based On Perceived Value

Communication is one of the indispensable activities in people’s daily life. Withthe development of technology, people’s life have been covered by network. At thesame time, Network communication tool has been popular in the netizens because it isconvenient and economical. In order to provide better services, membership marketingis widely adopted by enterprise, such as Tencent QQ.With the development of the market, functions of Network communication tool arerich and colorful. While needs of users are constantly changing, so behavior analysis ofconsumers’ acceptance is critical.There are two main objectives in this thesis. Firstly, offer decision basis forexpanding the membership size. Secondly, study on how to improve the member’sloyalty and avoid the loss of member.In this thesis, several commonly used network communication tools and their mainfunctions are summarized. And then key factors that affect the user perception areconcluded, including perceived value, perceived social value, perceived entertainmentvalue and perceived cost.For non-members, two kinds of multi-objective decision method (AHP andDEMATEL) are selected to help users assess importance of factors; And for themembership users, the structural equation model will be built to analysis relationship offactors.Sample data in this thesis is obtained by questionnaire. In addition to supervisionmeasures, reliability and validity analysis will ensure the efficiency and quality of thequestionnaire.Results of this thesis are showed as follows. Evaluation of factors’ importancediffers from different ages of potential members; In addition, perceived functional valueis the strongest factor that influence members’ willingness to pay, and perceived socialvalue’s effect is the widest in the evaluation system.