How to find main influence factors of individuals to mobile service demand is investigated. The empirical research is conducted in the sample of high-value customers in China mobile market. Based on Lewin behavior model, this paper establishes factors-matrix from personal and environmental dimensions. Relationships among multiple factors are tested in the structural equation model and their impacts on customers' demands are elaborated. Findings indicate that operational convenience and business brand image have significant effects on sample users' demands. Furthermore, annual income, gender, occupation, the needs of access to information and the needs of enriching and improving social relationships are also important factors for high-value users. The results may provide further insights into mobile service demand and the model can be popularized to other behavior researches.
展开▼
