The Research Of Factors That Influence User’s Upgrade Of 4G Service Based On Dual Factor Perspective

Three major domestic telecom operators active ly layout the 4G network in the 4G comprehensive competitive era,could provide users with more high-quality, high-speed and efficient mobile communication service experience, and improved the information level of the whole society in some way. But the current number of base about 4G communication user is in lesser lever in the domestic market, consumers worried about the 4G service function, tariffs, security and other aspects problem, the use willing rate of 4G services is not high, the existence of these problems directly affect the 4G business promotion and popularization in the domestic market. Therefore, how to stimulate the user adopting and using 4G service, accelerate the incremental user growth, rapid expansion memory size of 4G customer, has become the key to the 4G business development of telecom operators. In this background,this paper research on the factors that affecting consumer first adopting of 4G services, provide some reference to targeted marketing strategies for 4G market players, it has a important significance to accelerate the popularization of 4G service in domestic, and improve the level of whole society informatization further.Aiming at the problem of relatively small size of 4G service users, and user’s adoption intention is not high, this study reference the research achievements of two-factor theory in the field of using information systems research,and break through the limitations of unilaterally push factors or resist factors that influence the behavior of use in the field of traditional technology adoption research, proposed consider the problem of first adoption about 4G servicese that under the dual- factor perspective. Under the premise of comprehensive analysis of market characteristics about 4G service, integrating the dual- factor theory, theory of technology acceptance, user resistance theory and consumer behavior theory and so an, build a model that factors affecting users adoption of 4G service under dual- factor perspective. Get the first hand information about users attitude about the adoption of 4G service through interviews, questionnaires and other way, and carries on the comprehensive analysis of the sample data, on the basis of the validation about the the model, give a deeply discusses to the mechanism about the adoption of 4G services from the aspects of promoting factors and resistance factors.This article focuses on the user first adoption of 4G services, and trying to find out the factors that influence users adoption of 4G services. From a theory point of view, this article will enrich the research category about information system adopting, expand the angle of view of user behavior research; From a practical point of view, this article will provides a train of thought to the 4G product marketing strategy making and optimize the business mode for the 4G market players, and it has strong practical significance to improve the level of 4G service popularity in domestic and accelerate the growth and development of 4G industry.