Acta Metallurgica Sinica(English letters)

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ACaseResearchofConsumerMotivationaboutMobileValueaddedService

HAN Lu, JIN Yongsheng   

  1. School of Economics and Management, BUPT, Beijing 100876, China

  • Received:2009-10-16 Revised:1900-01-01 Online:2009-12-30

Abstract:

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 conclusion 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

Key words: socialpsychology, motivationtheory, consumermotivation, mobilevalueaddedservice

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