| With the issuance of4G licenses, China’s mobile communication entered the time of4G.In Hubei Province, the mobile communication business are still dominated by China Mobile,Chinese Unicom and China Telecom. How to seize the4G market opportunities to get thedominance again among the three major operators is particularly important for China Mobilebecause of its failure in3G competition. This study will analyze the factors that influenceconsumers’ using intention of4G to formulate the marketing strategy for China Mobile. Thispaper will make empirical research on this issue.Hubei province is an area with lots of colleges. As a special group, college students’social life makes them different from other consumers in consumer psychology and behavior.This group of young college students act most obviously in the application of new technologyand experience in various age groups which can be a representative in the early4Gmarket.This paper analyzed the factors which affect the willingness on the use of4G bycollege students combined with the college students’ consumption psychology and theirbehavior characteristic with technology acceptance models adding the variables of perceivedcost, perceived entertainment, reference group influence, individual innovation.The empirical results indicate that, perceived usefulness, group reference effect,perceived entertainment, personal innovation has significant influence on College Students’use intention of4G, while perceived cost, perceived ease of use have no significant impact onthe willingness of4G use intention among college students. In addition, the results also showthat personal innovativeness, perceived ease of use significantly affect perceived usefulness,reference group influence, personal innovativeness significantly influence perceived ease ofuse, perceived ease of use significantly affect the perceived entertainment. Finally, the writergave some corresponding marketing suggestions to China Mobile communication on thebasis of the research. |
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