中国3G手机套餐消费者选择问题探讨

北京邮电大学学报(社会科学版) ›› 2011, Vol. 13 ›› Issue (4): 46-50.

中国3G手机套餐消费者选择问题探讨

（1 北京邮电大学经济管理学院，北京100876；2 中国联合网络通信有限公司广东省分公司，广东广州510627）

收稿日期:2011-05-23 出版日期:2011-08-30 发布日期:2023-03-27

Discussion of Consumers’ Choices of 3G Packages in China

(1 School of Economics and Management, Beijing University of Posts and Telecommunications,
Beijing 100876, China；2 Guangdong Branch of China United Network
Communication Co, LTD, Guangzhou 510627, China)

Received:2011-05-23 Online:2011-08-30 Published:2023-03-27

摘要/Abstract

摘要：

3G套餐是目前手机通信市场上一种新兴热门的营销方式。为了使运营商能更好地把握消费者的偏好，并设计最符合消费者心理需求的套餐，本文研究3G套餐的消费者选择问题，主要研究三方面内容，一是研究分析期望使用3G套餐的主要消费群体特征，二是探求不同收入和学历的人群对3G套餐内容的偏好是否不同，三是探求3G套餐适宜的可选择数目和信息描述量。结果证明，消费者的受教育程度，是否曾经使用过3G手机套餐，曾经使用过的手机套餐消费水平，及最关心的3G套餐内容这4项因素对消费者选择3G套餐的意向有显著影响。月收入和受教育程度不同的群体需求不同。适合于消费者选择的套餐数量约为4个，适合的套餐描述字数约180~200字。

关键词: 3G手机套餐, 消费者群体, 选择过载, 信息过载

Abstract:

In this paper, we focus on consumers’ choices of 3G packages in China The subject is divided into 3 parts Firstly, explore the group characteristics of 3G package consumers; secondly, explore special preference of 3G package among people with different educational background and income; thirdly, explore the proper number and information load of 3G package The result shows that the educational background, using history, historical spending, most caring content significantly affect the willingness of buying 3G package Different educational background and income will lead to different requirements The proper number of 3G package should be 4 and the proper information to describe should be about 180~200 words

Key words: 3G mobile phones package, consumer groups, choice overload, information overload

中图分类号:

李瑶, 王琦, 费臣明. 中国3G手机套餐消费者选择问题探讨[J]. 北京邮电大学学报(社会科学版), 2011, 13(4): 46-50.

LI Yao, WANG Qi, FEI Chen-ming. Discussion of Consumers’ Choices of 3G Packages in China[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2011, 13(4): 46-50.