基于顾客价值感知的台湾移动商务实证研究
首发时间:2009-01-23
摘要:移动商务的成功关键将来自于提供顾客导向的服务,而非以技术为主的策略。移动商务的服务内容若重视“客户价值感知”,将较易导致成功。本研究基于客户价值感知,在对移动商务、价值理论相关文献综述的基础上,运用效用理论提出在移动商务领域,感知决定价值。结合Mueller-Veerse的十种角色理论和Lussanet的MC运作的角色分类理论,提出基于价值感知的MC客户价值链模型,最后运用结构方程建模方法对台湾3G移动通讯业者威宝电信公司进行了实证分析。
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Mobile Commerce Model Research Based on Customer Value Creation
Abstract:Based on the review and exposition of existing research,this paper identifies the concept of mobile commerce,an emerging business mode1.Besides,a hierarchical model of the value chain of mobile business industry is proposed base on the current research,and the functions of the participants of different level in the value chain of mobile commerce as well as the role of the participants played in the development of the industry are arialyzed carefully.Finally,with the model proposed in this paper,this paper analyzes the status of the development of mobile commerce industry in China.
Keywords: mobile commerce business mode1 value perceived value creation
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No.2828839377912327****
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