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

Kevin-P Hwang, Chia Li Fang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 languageEnglish
Title of host publicationProceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009
Pages319-324
Number of pages6
DOIs
Publication statusPublished - 2009 Apr 22
Event2009 WRI International Conference on Communications and Mobile Computing, CMC 2009 - Kunming, Yunnan, China
Duration: 2009 Jan 62009 Jan 8

Publication series

NameProceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009
Volume3

Other

Other2009 WRI International Conference on Communications and Mobile Computing, CMC 2009
CountryChina
CityKunming, Yunnan
Period09-01-0609-01-08

    Fingerprint

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Hardware and Architecture
  • Electrical and Electronic Engineering

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). [4797270] (Proceedings - 2009 WRI International Conference on Communications and Mobile Computing, CMC 2009; Vol. 3). https://doi.org/10.1109/CMC.2009.326