基于消费者感知价值理论的民营宽带运营商发展策略研究

摘要

在借鉴国内外学者理论研究成果的基础上，通过对家庭宽带用户的访谈调研，提出假设并构建概念模型。通过问卷发放、数据收集，并利用SPSS17.0及AMOS18.0软件对变量相关性及影响路径进行实证研究，最终确定影响消费者对民营宽带购买意愿的4个要素：感知质量、感知影响力、感知成本、感知风险，并研究了各变量内部及变量之间的相互关系，最后对民营宽带运营商的价值提升策略提出对策建议。%On the basis of domestic and overseas research results, the paper put forward a hypothesis and built a conceptual model by interviewing and studying family broadband consumers. Through distributing questionnaires, collecting data, and using SPSS17.0 and AMOS18.0 software to do empirical research on variable correlation and inlfuence path, it ultimately determined four elements that would inlfuence consumer purchase intention: perceived quality, perceived inlfuence, perceived cost, and perceived risk. The paper also studied the relationship between and within the variables before it proposed countermeasures and suggestions on private enterprises value improvement.