摘要
随着移动增值业务逐渐成为移动运营企业主要的利润来源,对移动增值业务的消费者研究成为移动运营企业关注的焦点。消费者动机作为消费者购买行为的前提,更加受到企业的重视。研究基于社会心理学理论对移动增值业务的消费者动机进行了实证研究,研究发现移动增值业务的消费者动机可以分为8个类型:"娱乐、好奇与自我表现"、"成就交流"、"从众与榜样"、"交流需要"、"信息获取"、"便利性需要"、"习惯性奖励"和"其他奖励"。研究者期望研究能够对增值业务消费者心理的研究提供一定的参考。
As mobile value-added service is gradually becoming the main profit resource of mobile operator corporation, researches on consumers of mobile value-added service has become the focus the sight of the mobile operator corporation. As customers＇ consuming motivation arises before their consuming action, attention upon this motivation must be paid by the mobile operator corporation. This demonstration research is carried out upon consumer motivation of mobile value-added based on the theory of social psychology. Via this research, a conclu- sion can be made that customers＇ motivation can be classified into 8 types： entertainment, curiousness and self- expression; exchange of achievements, prevalence and example, intercommunication, information searching, convenience, habitual awards and other awards. This research might provide some tips to the research of the mobile value-added service consumer.
出处
《北京邮电大学学报（社会科学版）》
2009年第6期61-67,共7页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
关键词
社会心理学
动机理论
消费者动机
移动增值业务
social psychology
motivation theory
consumer motivation
mobile value-added service
