手机媒体消费者行为研究――基于联通手机上网用户调查

中国人民大学硕士学位论文手机媒体消费者行为研究——基于联通手机上网用户调查姓名：刘旸申请学位级别：硕士专业：传媒经济学指导教师：喻国明2006040122006124.5WAP1.23405EKBEKBSPSS3ABSTRACTAttheendofDec.2006,consumersofmobilephonehavereached450million,itmeansthatthreepeopleownonephone.Morethanthat,consumerswhouseWAPMobilePhoneServicearenearly120million.Inotherwords,althoughWAPMobilePhoneServicehavedevelopedinchinalessthan3to4years,whilethegrowraceisfasterthaninternet.Mobilemediacanbeseenaspeople’spersonalassistant,sinceitismorepopularthaninternet,moreinteractivethannewspaper,moreeasilyschleppedthanTV,moreabundancethanradio,wehavetowarmlywelcomethisnewmembertojoinusThispaperisbasedontheproject–WAPMobilePhoneServiceappraisalofChinaUNICOM.MymentorMr.Yutookchargeofit.AccordingtothemodelofEKB,IusedknowledgeofcommunicateandmarketingtoresearchontheconsumerandtheirbehaviorofWAPMobile.Ithassixchapters.Thefirstchapterintroducesthebackground,purpose,frame,methodandinnovationofthispaper;thesecondchapteristosumupliterature,bothofconsumerbehaviorandespeciallythesimilarstudyofWAPMobilePhoneService;thethirdchapterisfocusondefinitionofmobilemediaandWAPmobile,describesthecharacterandfutureofWAPmobile;thefourthistobuiltupmodelaccordingtoEKB;andthefifthisfollowthismodeltostarttoanalyse–Needrecognition,Informationsearch,Pre-purchasealternativeevaluationandPurchasetPost-purchasealternativeevaluation.Thelastchapteristogivemobilemediasomeadvices,basedonmymentor’sstandpointofhowtoformthecorepowerofcompetition.Atlast,thankgreatlytomymentorMr.Yuandmyclassmates.KEYWORDS:MobileMedia,WAPMobilePhoneService,ConsumerBehavior511.1200414.5WAP54000IP1.21.———[N].,2005.2.4.,1061.31-11.4722.12.1.1(Schiffman,1.G.)(Kanuk,L.L.)()12//2,.[J].,2006.1,54—598//EKB1(EKB)EKBEngelBlackwellKollatEKB(1999)EKB(1)EKB(2)EKB(3)EKB232.1.232090(OliverH.M.Yau,1994)(1997)19993.[J].,2003.1,56-5892.2TAMEKBAIO20061287-90181.2.3.mp34.18-353630TAM422007216-22110TAM1.2.3.4.5.6.7.33.12GWAP3G43-13-15310%4..qq.=118:10626&messageid=10842,2006.10.115..,2005.41153.2WAPWAPWAPHTMLWHLWAPWAPWAP2005230012150015103.32006124.5WAP2003900200446002005720020061.263-23420077.12010183G3GGSMCDMA3-52.5GPRS3-26.1.2..(1999)0510152025303534.146341517.682926815.243902412.19512212.1951228.536585375-55.45.4.18%8%211.00%5.50%8.60%18.50%23.20%43.20%0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%/5-63.90%5.90%8.00%15.60%17.50%49.10%0.00%10.00%20.00%30.00%40.00%50.00%/5-75.4.2e221.e2.45.30%77.70%3.4.5.5-4185.20%85.10%199.88%e253.90%49.80%292.39%345.30%35.20%577.70%443.50%34.60%479.54%536.40%26.20%671.98%629.50%20.20%868.47%721.90%19.10%387.21%816.60%9.70%1058.43%912.00%8.60%771.67%109.90%5.90%959.60%5.55.5.166.0%POS64.7%(56.4%)235-5183.5766.0%POS64.7%(56.4%)473.16173.25-51313453.68178442119923.4657258378113.5043157418533.89331775103383.46745566153453.28695657131203.4166667812683.4411765914463.3260871017373.21621621191213.47107441241603.575138833.4939759145543.55555561516643.2343751618613.1639344176793.544303818POS2173.764705924WAP37.5%40.1%38%76%30.00%37.50%18.80%7.50%5.00%1.30%/5-85.5.21.POS21180%79.4%70%79%55%2.240.0%25130%3.5-61838751188289.6%1722.4%2563504202389.5%1535.9%34833791161378.5%1624.0%4613544109488.7%1817.8%5157133109684.7%1369.4%6141112861279.4%1461.0%7453862884.4%8137.8%83525611671.4%3174.3%9201734585.0%4170.0%102011481855.0%1240.0%11