| With the development of mobile Internet and popularity of intelligent terminals, competition in the mobile communications market is becoming more competitive, such as the rise of WeChat OTT services making three traditional Molile Operator’s voice and SMS, MMS revenue decline to some extent. Since December4,2013People’s Republic of China Industry and Information Technology (hereinafter referred to as the "MIIT") issued TD-LTE license declaring China’s communications industry into the4G era, but it was only China Mobile can provide mobile4G services; MIIT officially issued FDD standard4G licenses to China Telecom and China Unicom on February27,2015, which means that the two operators can operate4G services in full swing across the country, marking the country entered the era of large-scale commercial4G,4G customer especially the value customer has become competing objectives for all operators. At the same time,4G era, data services has become a new trend can not be reversed, from the "voice of the times" into the "Data era", set up a "tower companies" to move resale and "Internet+"Action Plan for the development of the operator to bring more pressure and opportunities. According to the latest operational data released by China Mobile, China Mobile’s4G users in February2015soared to16.585million, totaled1.23382million, the total number of mobile subscribers reached8.10782one hundred million, but the chain growth has slowed. The introduction of4G network technology, to make up for the problems of the3G network in data transfer rates and not high quality, which promote the further development of mobile data services, but because of4G network is still in the development stage, started late, theoretical research is still lacking, while the lack of4G applications affect the promotion of4G services, therefore, how to improve2G/3G customer conversion rate, the development of4G customer is the focus of gainning customer value, and4G services can effectively enhance the ARPU (Average Revenue Per User) depends on the intention of consumers. So what factors affect consumers use for4G services is necessary to conduct specialized research in order to provide more targeted marketing advice to operators of4G business promotion, and to promote the development of the Internet economy.Based on the relevant literature, adopt exploratory research methods,by literature reading, focus group interviews and questionnaires, to discuss factors why consumers to use4G and weight to derive quantifiable conclusions. First, by the focus group method, to extract the22factors that affect consumer use4G services; secondly, through exploratory factor analysis and confirmatory factor analysis,22factors grouped into seven categories; then, through correlation and regression analysis found that the seven categories that affect consumers to use4G communication services could be ordered as follows:internet experience, communication quality, switching costs, service efficiency, service safety, service scenario and service recovery. By independent samples T test, it was found that consumer’s gender, age and education level had a significant influence on consumers to use4G communication services.Finally, according to the research findings, for operators to develop4G effective marketing strategies to provide some suggestions and improvements direction, while discussing the limitations and future research directions in this article. |
