The Research Of Mobile Communication Users Intention To Continue Using Based On Promoting And Inhibiting Factors

With the telecommunications services era coming in gradually and the kinds of services that consumer can choice increasing, the competition have become intenser in the telecommunications market. In a competitive market environment, it’s important to maintain the users’ behavior of continued use for enterprises. In this paper, attraction of competitors is a manipulated variable and how each variable affect the will of the continued use is researched.The dissertation draw satisfaction and perceived usefulness are the most frequent factors which affect the continued use willingness by reviewing the articles on willingness to continued use. Satisfaction and perceived usefulness are classified as contributing factors. By overviewing the switching costs, the dissertation drawn that program conversion costs, Finance conversion costs and conversion costs affect willingness to continued use,and they are classified as inhibiting factor.The dissertation proposed competitors attraction into brand attraction, service attraction and price attraction by the literature review of competitor attraction, and they are regulating factors in the paper.This paper established a research model and proposed hypotheses testing from the above three aspects. The sample data are collected from questionnaires and the model was validated by software AMOS and SPSS. The empirical research draw the following conclusions:promoting factors and inhibiting factors have significant impact on the will of continued use. To the majority, the regulation effect of competitor’ brands attraction between the dependent variable and the willingness was not significant and the regulation effect of competitor’ service attractive and price are significant.According to the above findings, the following three management revelations to the operators are improved in a competitive environment:1.Promoting of consumers’ perceived usefulness and focusing on the price.2.Maintaining satisfaction and increasing concerns about the competitor’price and service.3. Improving relations conversion costs.Finally, the dissertation summarized the deficiencies in the research process and made a further outlook about the future research directions.