Mobile data service - A perceived value structure of taiwan's consumers

Kevin-P Hwang; Chia Li Fang

doi:10.1109/CMC.2009.326

Mobile data service - A perceived value structure of taiwan's consumers

Kevin-P Hwang, Chia Li Fang

Department of Transportation and Communication Management Science

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

1 Citation (Scopus)

Abstract

This study examined mobile phone users' value perceptions of the mobile data service. The means-end chain method was employed to study the perceptive paths between attributes and consequences and value. It was found by multiple regression analysis that 31 significant paths out of 88 possible paths were established to describe the structure of value in mobile data service which indicated a flourishing Internet content environment with abundant usage functions would help consumers to use more of this service; while the identified value paths could help system developers recognize these critical elements to improve the service design and enhance the market.

Original language	English
Title of host publication	Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009
Pages	319-324
Number of pages	6
DOIs	https://doi.org/10.1109/CMC.2009.326
Publication status	Published - 2009 Apr 22
Event	2009 WRI International Conference on Communications and Mobile Computing, CMC 2009 - Kunming, Yunnan, China Duration: 2009 Jan 6 → 2009 Jan 8

Publication series

Name	Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009
Volume	3

Other

Other	2009 WRI International Conference on Communications and Mobile Computing, CMC 2009
Country/Territory	China
City	Kunming, Yunnan
Period	09-01-06 → 09-01-08

All Science Journal Classification (ASJC) codes

Computer Networks and Communications
Hardware and Architecture
Electrical and Electronic Engineering

Access to Document

10.1109/CMC.2009.326

Cite this

Hwang, K.-P., & Fang, C. L. (2009). Mobile data service - A perceived value structure of taiwan's consumers. In Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009 (pp. 319-324). Article 4797270 (Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009; Vol. 3). https://doi.org/10.1109/CMC.2009.326

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title = "Mobile data service - A perceived value structure of taiwan's consumers",

abstract = "This study examined mobile phone users' value perceptions of the mobile data service. The means-end chain method was employed to study the perceptive paths between attributes and consequences and value. It was found by multiple regression analysis that 31 significant paths out of 88 possible paths were established to describe the structure of value in mobile data service which indicated a flourishing Internet content environment with abundant usage functions would help consumers to use more of this service; while the identified value paths could help system developers recognize these critical elements to improve the service design and enhance the market.",

author = "Kevin-P Hwang and Fang, {Chia Li}",

year = "2009",

month = apr,

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doi = "10.1109/CMC.2009.326",

language = "English",

isbn = "9780769535012",

series = "Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009",

pages = "319--324",

booktitle = "Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009",

note = "2009 WRI International Conference on Communications and Mobile Computing, CMC 2009 ; Conference date: 06-01-2009 Through 08-01-2009",

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Hwang, K-P & Fang, CL 2009, Mobile data service - A perceived value structure of taiwan's consumers. in Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009., 4797270, Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009, vol. 3, pp. 319-324, 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009, Kunming, Yunnan, China, 09-01-06. https://doi.org/10.1109/CMC.2009.326

Mobile data service - A perceived value structure of taiwan's consumers. / Hwang, Kevin-P; Fang, Chia Li.
Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009. 2009. p. 319-324 4797270 (Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009; Vol. 3).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AB - This study examined mobile phone users' value perceptions of the mobile data service. The means-end chain method was employed to study the perceptive paths between attributes and consequences and value. It was found by multiple regression analysis that 31 significant paths out of 88 possible paths were established to describe the structure of value in mobile data service which indicated a flourishing Internet content environment with abundant usage functions would help consumers to use more of this service; while the identified value paths could help system developers recognize these critical elements to improve the service design and enhance the market.

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T2 - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009

Y2 - 6 January 2009 through 8 January 2009

ER -

Mobile data service - A perceived value structure of taiwan's consumers

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All Science Journal Classification (ASJC) codes

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