大学生移动通信消费失信行为意向影响因素研究
摘要
信用对于市场经济具有重要的意义,它是市场经济的基础和灵魂。电信通信是国民经济的基础设施,通信企业的信用管理问题越来越受到重视。
本研究借鉴前人关于通信消费的理论成果,建立了通信消费失信行为意向影响因素模型,提炼出顾客感知价值、转移成本、失信成本三个影响因素。根据模型,共提出了3个假设。利用定量分析的方法,对问卷回收的数据进行统计分析,假设检验结果表明:顾客感知价值对失信行为意向有正向影响,转移成本对失信行为意向有显著正向影响,失信成本对失信行为意向有显著正向影响。对失信行为意向影响程度大小的排列顺序分别是失信成本、转移成本、顾客感知价值。
本文通过实证研究以大学生为研究样本探讨了通信消费失信行为意向的影响因素,研究结果对通信企业的营销工作有一定的参考价值。
Credit is a great significance for the market economy. It is the basis and the soul of market economy. Credit management construction is at the preliminary step in China. Fragile basis of credit is seriously restricting healthy and stable development of China’s economy, resulting in a large number of the spread of dishonesty. Customers, companies and government suffer a lot from this. As one infrastructure of national economy, telecom industry has the significant influence of development of national economy and the improvement of living standards. China's telecommunications companies are faced with the serious problems of credit management, the arrears is one of the problems. College students are the target market of mobile communication enterprises. This can not only increase market share, attract more customers, but also win the high quality in the future. Many students throw off the unpaid SIM card and then buy a new one. This behavior not only harms to the mobile communication companies but also harm to the building of China's credit environment.
Based on such a motive, this paper tired to find out the factors which cause the dishonesty of college students on the basis of the other people's work and consumer behavior research. Through the survey method and demonstration research, we explore the real reasons for customer to switch service firms and default debts. We wish we could make some contributions and inspiration to the communications market.
In this paper the author made a review of literature in the second part. First, discussed the consumer psychological characteristics and communications consumption characteristics. Then review the works of customer perception value, transfer costs and dishonesty costs.
Through collation and reading of the literature, this study builds up a dishonesty-caused model of communication industry on the base of previous research. We divide three dimensions of the factor. They are customer perception value, transfer costs and dishonesty costs. Based on the model, we make up three assumptions. In order to obtain valid data, we sent out questionnaires in the major colleges and universities in Changchun. 220 questionnaires were sent out and 187 questionnaires were recycled. Finally, we got 158 valid questionnaires. The valid rate is 84.5%. The author refered the scale of customer loyalty of China mobile market (Zhao Jianwei, Qinrongfang, Cheng Mei-jing ,2005), the scale of keeping customer of mobile market (Liang Bo, Wu Jun Feng, Yu Hua Yang,2005),the scale of customer satisfaction and loyalty drivers of mobile market (Huo hua, Lu mei, Zhang famin). On this basis, and the author made a seriously consider of the questionnaire, to make sure it is easy to understand. The questionnaire used Likert five point scale.
In the data analysis stage, the author used SPSS14.0 to analyse data. First, using descriptive statistics to describe distribution of samples. Calculating the mean and the standard deviation of the variables. Then testing the reliability and validity of the scale. Using Cronbach's a to test reliability to ensure data reliability and consistency. Through the extraction of principal component analysis getting the factor loading. The scale is proved to have good reliability and validity. The author explored the use of correlation analysis between the variables of the linear relationship and got the correlation coefficient R value by using multiple linear regression analysis. Then finding key factor.
Data analysis showed that customers perceived value has positive effects to intention of dishonesty behavior. And the transfer cost has great positve effects to intention of dishonesty behavior. Dishonesty cost has great positve effects to intention of dishonesty behavior. The order of influence rate is dishonesty costs, transition costs, customer perceived value.
Based on the result of the research, we have some advices followed: Improving the value of customer perception,and increasing the transfer costs and dishonesty costs. To inhance custmer perception value, telecommunications operators should deepen the satisfaction management and establish excellent service image. Building high-quality network to ensure the core competitiveness; innovating service model, strengthening service process; Focusing on customer complaints and shortcoming research. All of these are methods to improve customer satisfaction.
Based on the study of this paper, we have put forward to the brand promise;inner connections ;building learning relationship; improving service quality. All of these can increase transfer costs and avoid switching to other operators.
We can increase dishonesty costs in macro and micro ways. Imperfect credit system is the main reason for low dishonesty costs. Making the necessary punishment legally; increase economic costs and moral costs; reduce the occurrence of dishonesty can increase dishonesty costs. Can also enhance effective competition in the market to improve dishonesty cost. At the micro level, we increase dishonesty costs by media activities.
The research of credit of the communications is still in the initial stage.Few schoolars have done the research of the relationship of dishonesty costs, transition costs, customer perceived value and the dishonesty behavior. Although we get some conclusions with theoretical and practical value, as research time, resources, as well as the author's own research level is limited, this research should be improved further.
(1) We just did investigation in the colleges of Changchun because of the limitation of time, resource and cost. Because the standard of fee and service level are different in different areas, the applicability of the scale is not good. The scale still needs more applications in the communications companies and further research to make sure it is industry-wide adaptability.
(2) There are many factors which affect the intention of dishonesty behavior, but we just focus on dishonesty costs, transition costs and customer perceived value, so we hope more scholars do more research from perspective of more factors.
(3) There are two types of dishonesty behavior in communication consumption: arrears with switching operator and arrears without switching operator. We just discussed the the first situation in the paper.
本研究借鉴前人关于通信消费的理论成果,建立了通信消费失信行为意向影响因素模型,提炼出顾客感知价值、转移成本、失信成本三个影响因素。根据模型,共提出了3个假设。利用定量分析的方法,对问卷回收的数据进行统计分析,假设检验结果表明:顾客感知价值对失信行为意向有正向影响,转移成本对失信行为意向有显著正向影响,失信成本对失信行为意向有显著正向影响。对失信行为意向影响程度大小的排列顺序分别是失信成本、转移成本、顾客感知价值。
本文通过实证研究以大学生为研究样本探讨了通信消费失信行为意向的影响因素,研究结果对通信企业的营销工作有一定的参考价值。
Credit is a great significance for the market economy. It is the basis and the soul of market economy. Credit management construction is at the preliminary step in China. Fragile basis of credit is seriously restricting healthy and stable development of China’s economy, resulting in a large number of the spread of dishonesty. Customers, companies and government suffer a lot from this. As one infrastructure of national economy, telecom industry has the significant influence of development of national economy and the improvement of living standards. China's telecommunications companies are faced with the serious problems of credit management, the arrears is one of the problems. College students are the target market of mobile communication enterprises. This can not only increase market share, attract more customers, but also win the high quality in the future. Many students throw off the unpaid SIM card and then buy a new one. This behavior not only harms to the mobile communication companies but also harm to the building of China's credit environment.
Based on such a motive, this paper tired to find out the factors which cause the dishonesty of college students on the basis of the other people's work and consumer behavior research. Through the survey method and demonstration research, we explore the real reasons for customer to switch service firms and default debts. We wish we could make some contributions and inspiration to the communications market.
In this paper the author made a review of literature in the second part. First, discussed the consumer psychological characteristics and communications consumption characteristics. Then review the works of customer perception value, transfer costs and dishonesty costs.
Through collation and reading of the literature, this study builds up a dishonesty-caused model of communication industry on the base of previous research. We divide three dimensions of the factor. They are customer perception value, transfer costs and dishonesty costs. Based on the model, we make up three assumptions. In order to obtain valid data, we sent out questionnaires in the major colleges and universities in Changchun. 220 questionnaires were sent out and 187 questionnaires were recycled. Finally, we got 158 valid questionnaires. The valid rate is 84.5%. The author refered the scale of customer loyalty of China mobile market (Zhao Jianwei, Qinrongfang, Cheng Mei-jing ,2005), the scale of keeping customer of mobile market (Liang Bo, Wu Jun Feng, Yu Hua Yang,2005),the scale of customer satisfaction and loyalty drivers of mobile market (Huo hua, Lu mei, Zhang famin). On this basis, and the author made a seriously consider of the questionnaire, to make sure it is easy to understand. The questionnaire used Likert five point scale.
In the data analysis stage, the author used SPSS14.0 to analyse data. First, using descriptive statistics to describe distribution of samples. Calculating the mean and the standard deviation of the variables. Then testing the reliability and validity of the scale. Using Cronbach's a to test reliability to ensure data reliability and consistency. Through the extraction of principal component analysis getting the factor loading. The scale is proved to have good reliability and validity. The author explored the use of correlation analysis between the variables of the linear relationship and got the correlation coefficient R value by using multiple linear regression analysis. Then finding key factor.
Data analysis showed that customers perceived value has positive effects to intention of dishonesty behavior. And the transfer cost has great positve effects to intention of dishonesty behavior. Dishonesty cost has great positve effects to intention of dishonesty behavior. The order of influence rate is dishonesty costs, transition costs, customer perceived value.
Based on the result of the research, we have some advices followed: Improving the value of customer perception,and increasing the transfer costs and dishonesty costs. To inhance custmer perception value, telecommunications operators should deepen the satisfaction management and establish excellent service image. Building high-quality network to ensure the core competitiveness; innovating service model, strengthening service process; Focusing on customer complaints and shortcoming research. All of these are methods to improve customer satisfaction.
Based on the study of this paper, we have put forward to the brand promise;inner connections ;building learning relationship; improving service quality. All of these can increase transfer costs and avoid switching to other operators.
We can increase dishonesty costs in macro and micro ways. Imperfect credit system is the main reason for low dishonesty costs. Making the necessary punishment legally; increase economic costs and moral costs; reduce the occurrence of dishonesty can increase dishonesty costs. Can also enhance effective competition in the market to improve dishonesty cost. At the micro level, we increase dishonesty costs by media activities.
The research of credit of the communications is still in the initial stage.Few schoolars have done the research of the relationship of dishonesty costs, transition costs, customer perceived value and the dishonesty behavior. Although we get some conclusions with theoretical and practical value, as research time, resources, as well as the author's own research level is limited, this research should be improved further.
(1) We just did investigation in the colleges of Changchun because of the limitation of time, resource and cost. Because the standard of fee and service level are different in different areas, the applicability of the scale is not good. The scale still needs more applications in the communications companies and further research to make sure it is industry-wide adaptability.
(2) There are many factors which affect the intention of dishonesty behavior, but we just focus on dishonesty costs, transition costs and customer perceived value, so we hope more scholars do more research from perspective of more factors.
(3) There are two types of dishonesty behavior in communication consumption: arrears with switching operator and arrears without switching operator. We just discussed the the first situation in the paper.
引文
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[4] 王妹彦.心理学的自主性问题探析.湖北大学学报,2004, 31(3): 285—287
[5] 车文博.西方心理学史[M].浙江教育出版社,1998
[6] 陈帘仔.体验质量对情绪、价值、体验满意度、承诺及行为意图影响之研究—以台湾现代戏剧演出为例[D].硕士学位论文,辅仁大学,2004
[7] 杨素兰.环境体验、体验价值、顾客满意与行为意向之研究[D].硕士学位论文,台北科技大学,2004
[8] 陈劲甫,陈威亚.大学生游学产品意象、知觉价值、满意度及购后行为意图 关系之研究[J].户外游憩研究,2005, 18(1):23-46
[9] 马军平,李纯青 李欣. 大学生选择移动通信运营商影响因素实证分析[J]. 经济师,2006,第 12 期:39-42
[10] 梁波,吴俊峰,舒华英. 移动通信客户保持及其决定因素实证研究[J]. 北京邮电大学学报(社会科学版),2005,第 7 卷第 4期:35-38
[11] 霍华,芦梅,张发民. 顾客满意度与忠诚度驱动因素研究-以移动通信业为例[J]. 商场现代,2006,第 1 期,总第 456 期:12-15
[12] 陈明亮. 客户关系管理理论与软件[M].杭州:浙江大学出版社,2004;123-139
[13] 王智强,王明照.转换成本对电信市场影响之博弈分析[J].预测,2001(3)第 47-50 页
[14] 王智强,王明照.转换成本对电信市场的影响[J].管理工程学报,2002(3)第 106-108 页
[15] 魏松科. 基于转移成本的网络游戏顾客忠诚度研究[D].硕士学位论文,浙江大学,2006
[16] 刘义,万迪昉.管理客户转移成本提高客户忠诚[J].科技与管理, 2003 ,第 3 期:15-23
[17] 赵建伟,覃蓉芳,程美静. 中国移动通信市场下的顾客忠诚实证研究[J]. 商场现代化,2005,第 16 期:21-25
[18] 严海翔. 银行卡顾客忠诚的维持机制[J]. 中国信用卡,2004,第 4 期:17-23
[19] 阮德新. 信用问题的行为经济学分析[J]. 求实,2006,第 9期:20-25
[20] 林伟. 当代大学生信用教育的理性思考[J]. 福建师范大学学报(哲学社会科学版),2004,第 5 期,总第 128 期:25-29
[21] 王淑芹. 信用研究述评[J]. 哲学动态,2002,第 11 期:19-24
[22] 孙颖. 失信和信用重建探析[J]. 武汉科技学院学报,2004,第 8 期,第 17 卷:35-37
[23] 王志新. 失信产生的原因及治理对策[J]. 山东财政学院学报,2002,第 6 期:32-38
[24] 肖艳玲,吕洪艳. 个人失信成本的构成分析[J]. 集团经济研究,2007,第 1 期,总第 219 期:26-29
[25] 于春玲.基于顾客的品牌权益结构研究[Dl.博士学位论文.北京:清华大学,2004
[26] 翁崇雄.评量服务品质与服务价值之研究—以银行业为实证对象[D].博士论文.台湾:台湾大学商学研究所,1993
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