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不同通信运营商的客户在流量消费行为、习惯和心理等方面不同导致需求差异。为实现通信运营商流量价值和资源配置效率提升以及客户业务需求有效满足的双赢,本文构建全新的TAM/TPB模型,利用结构方程模型深入研究三大通信运营商客户群使用流量业务的影响因素。研究发现,影响客户使用流量业务的核心要素是客户自身态度。各通信运营商应针对各自客户不同行为意向实施差异化精准营销,引导和促进客户使用流量业务。
Different communication operators’ customers lead to differences in demand due to differences in traffic consumption behavior, habits and psychology. In order to realize the win-win situation of communication operator’s traffic value, resource allocation efficiency and effective customer service demand satisfaction, this paper constructs a new TAM / TPB model and uses the structural equation model to deeply study the influencing factors of traffic usage of the three communication carrier’s customer base. The study found that the core element affecting customers’ use of traffic was their own attitudes. All communication operators should implement differentiated and accurate marketing aimed at different customers ’different behaviors, and guide and promote customers’ use of traffic services.