需求不确定下的移动通信消费者使用行为研究

doi:10.3969/j.issn.1000-0801.2012.02.009

Abstract

Abstract:

The influence of these factors such as tariff choice and multi-service on usage action of consumer is discussed from microcosmic and a case study is given to validate the methodology based on above conclusion.The analysis indicates that there is positive correlation between local called duration and local caller demand.Message amount accepted has an obvious feedback effect on local caller demand.The confining effect of free call-duration on usage action is more and more obvious with tariff increase.Based on above analysis the usage model of tariff of selection-amendment is created.The estimation of model based on practical data shows a good result.

Key words: mobile communication, usage behavior of consumers, uncertainty of consumer demand

Rong Wang,Xiaowo Tang,Yong Zhang. Research on Usage Behavior of Mobile Consumers Under the Uncertainty of Consumer Demand[J]. Telecommunications Science, 2012, 28(2): 52-58.

Figures/Tables 14

	选择用户*		B	Std.Error	Wald	df	Sig.
		Intercept	22.922	5.665	16.371	1	0.000
1		cv	-0.853	0.247	11.913	1	0.001
		${\bar{q}}_{j}$	-0.296	0.071	17.469	1	0.000
		Intercept	15.504	5.664	7.493	1	0.006
2		cv	-0.992	0.214	21.508	1	0.000
		${\bar{q}}_{j}$	-0.173	0.071	5.984	1	0.014
		Intercept	12.656	5.678	4.968	1	0.026
3		cv	-0.610	0.349	3.054	1	0.081
		${\bar{q}}_{j}$	-0.170	0.071	5.736	1	0.017
注*：参照组为资费4用户

		标准化系数		t统计量	Sig.
	系数估计值		标准误差	t统计量	Sig.
常数项	3.661		44.538	0.078	0.938
q^I	0.485		0.008	58.065	0.000
S	191.326		22.16	8.634	0.000
${\bar{q}}_{j}$	1.521		0.205	7.431	0.000
t^I	0.192		0.019	9.904	0.000

References 12

1	杨晓燕 . 中国消费者行为研究综述. 经济经纬， 2003（1）:56～57
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		本地主叫基本计费时长（min）	本地被叫基本计费时长（min）
本地主叫基本计费时长	Pearson相关系数	1	0.643*
	Sig.（2-tailed）		0.000
	N	5 420	5 209
本地被叫基本计费时长	Pearson相关系数	0.643*	1
	Sig.（2-tailed）	0.000
	N	5 209	5 209
注*：在0.01水平相关性显著

相关系数大小	0.8～1.0	0.6～0.8	0.4～0.6	0.2～0.4	0～0.2
相关程度	非常强的相关	强相关	中度相关	弱相关	非常弱的相关或无关

	资费1	资费2	资费3	资费4
Pearson相关系数	0.643	0.7072	0.7832	0.596
决定系数	0.413	0.4998	0.613	0.355

	资费1	资费2	资费3	资费4
Pearson相关系数	0.674	0.655	0.547	0.598
决定系数	0.4543	0.4290	0.2992	0.3576

本地主叫通话量与免费通话量的比值	10元套餐用户	20元套餐用户	30元套餐用户
＜0.5	16%	15%	20%
0.5～1.5	39%	46%	58%
1.5～2.5	20%	22%	15%
＞2.5	25%	18%	7%

Research on Usage Behavior of Mobile Consumers Under the Uncertainty of Consumer Demand

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Figures/Tables 14

References 12

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	平方和	自由度	Mean Square	F统计量	Sig.
回归平方和	5.955×10⁷	4	1.489×10⁷	1 428.8	0.000
残差平方和	5.644×10⁷	5 416	10 421
总平方和	1.160×10⁸	5 420

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	系数估计值	标准化系数	标准误差	t统计量	Sig.
常数项	-2.912		27.884	-0.104	0.917
q^I	0.612		0.019	31.996	0.000
S	61.805		9.986	6.189	0.000
	0.921		0.105	8.764	0.000
t^I	0.721		0.101	7.134	0.000

	系数估计值	标准化系数	标准误差	t统计量	Sig.
常数项	1 171.205		957.949	1.222	0.222
q^I	0.645		0.023	27.509	0.000
S	197.204		31.90	6.182	0.000
q	1.081		0.154	7.013	0.000
t^I	1.212		0.166	7.296	0.000