面向商业模式创新的移动智能终端用户消费行为研究
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摘要
乔布斯开创了一个伟大的移动智能终端的时代，短短几年时间苹果就从一个手机市场的门外汉变成了伟大时代的开创者，这不能不说是一个奇迹，随着谷歌、微软和三星等蜂拥而入，整个手机产业就这样瞬间完成了洗牌的变革。这个变革不仅仅影响行业，更重要的是改变了我们的生活，移动智能终端完全融入了我们的生活中，娱乐、休闲、工作、上网等等都可以集中到这样一个掌上平台上了。
人们对苹果公司的成功归结为创新，但是在苹果的创新不仅仅是技术方面，综合来看这些创新的实质是乔布斯所领导的苹果公司进行了产业领域内商业模式的多要素创新，而后谷歌、三星和HTC等众多厂商进行了仿效。本文的研究就是针对在这种商业模式创新下消费行为的变化，研究从商业模式构成的价值主张、盈利模式、关键资源以及关键流程四要素视角入手，分析移动智能终端领域内商业模式创新后的模式特征，进而建立了商业模式创新由顾客界面对智能终端用户消费行为影响的分析框架。
商业模式创新后的移动智能终端用户的消费行为过程比较复杂，其需要接入的不仅仅是仅支持语音通话的网络，还需要有数据服务，而且在移动智能终端操作系统上还需要下载安装多种应用程序扩充功能，而后对平台进行体验评价。因此本文研究按照此行为链的顺序，对商业模式创新下的用户消费行为进行如下的实证研究：
①价值主张效用形式变革下移动网络选择行为的实证研究。商业模式创新中对移动智能终端的价值主张由语音通讯变为多样化的功能满足，经由履行和支持方面以及定价结构两个途径传导到对用户移动网络选择行为，本研究以国内3G网络为背景，从多个路径确定影响用户移动通讯服务的产品属性：运营商品牌、通话资费、网速、网络资费等7项，然后又明确了各自的水平。进而利用正交设计简化试验，然后利用转化法形成选择集，由此形成了选择问卷，在进行数据收集后，对选择行为数据利用离散选择模型进行分析，从而获得了消费者对于通讯服务各产品属性的效用系数，从而能确定了消费者在选择移动通讯服务时的受影响因素及影响强度，高速数据传输优势并没有体现出预期的效用，而目较高的话费、网费以及手机更换成本的都是较大的阻碍用户对通讯服务选择的因素，相对而言中国移动拥有较大的品牌效用，中国电信相对较低。
②商业生态系统中价值扩展的消费行为实证研究。现有移动智能终端功能的扩展是依靠其操作平台上的应用来实现的，这一过程一般是由系统主宰企业建立应用商店的商业生态系统，从而在履行和支持方面以及定价结构两个途径对消费行为产生影响。本研究针对在此商业生态系统中为相应应用内容的付费行为从刻画消费者行为最基本计划行为理论模型出发并扩展，在对相关文献分析的基础上，构建刻画移动智能终端用户内容付费行为的影响模型，并提出相应假设，通过问卷收集数据后以结构方程模型进行相应的实证研究，从而获得对内容付费行为的影响因素及其影响强度。发现付费内容的相对优势，整个付费购买过程的易用性，感知行为控制，主观规范，都会促进付费行为，而相对感知价格和免费价值观会抑制付费行为，做为强度的比较，免费价值观的综合效用的影响最大，起到了决定性的作用。
③新价值主张评价标准与用户忠诚行为的实证研究。新商业模式下对于移动智能终端价值主张的评价由质量转换为了体验，这一转换从信息与洞察力和关系动态两个途径影响了用户行为。本研究从体验营销和工业设计两方面关于体验研究的基础上，分析移动智能终端用户对其的体验评价的维度，并在此基础上构建基于用户体验视角的客户忠诚模型，在相应体验感知模型和访谈基础上，提出相应假设并完成预调研，再完成探索性因子分析的基础上进行正式的实证研究，由结构方程模型获得不同的用户体验维度对忠诚行为的影响路径和影响强度。最终发现，不同体验的作用路径存在着很大差异，直接体验（感官体验、交互体验和性能体验）会直接作用于用户忠诚，而衍生体验（情感体验、行动体验、关联体验）则通过满意度和转换成本间接发挥作用，在影响强度上相对而言衍生体验的影响强度大于直接体验，直接体验中感官体验远大于性能体验，这一切表明已和PC桌面平台的侧重点存在差异了。并在此基础上比较分析了现有主流移动智能终端操作系统在不同体验维度上的差异。
这三方面的研究沿着移动智能终端用户的网络接入-购买安装应用-体验评价-忠诚的行为链，对在商务模式创新下用户的消费行为特别是中国环境下从实证研究角度有了一定的认知。
Steve Jobs have created a great time of mobile intelligent terminal. Just few years oftime, Apple from a mobile phone market layman turn into the great age of the pioneers, itis have to say this is a miracle. When Google, Microsoft and Samsung flocked into thenew industry，The mobile phone industry completed the switch in an instant. This is notonly affects the industry, but more important is to change our life. The mobile intelligentterminal completely integrated into our lives, such as entertainment, leisure, work,Internet and so on can be focused into a handheld platform.
People think the success of Apple comes down to innovation, but in the Apple'sinnovation is not just the technical. On the whole the essence of these innovations is SteveJobs led Apple's carried on the system innovation of commercial mode of industrial area,and Google, Samsung and HTC and many other manufacturers to follow up. In this paper,we study from the business model of value proposition, profit model, key resources andcritical process the four elements perspective start, to analyze the characteristics of theexisting mobile intelligent terminal field within the business model innovation, and set upthe analysis framework of business model innovation by the customer interface ofintelligent terminal users to influence consumer behavior.
The mobile intelligent terminal consumer behavior becomes more complicated afterthe business model innovation. It needs to access not only the network to support voicecalls, but also need to have a data service, and need to download and install a variety ofapplications to extend the functionality of mobile intelligent terminal operating systemand to experience evaluation platform. So this article research carried out in accordancewith the order of this behavior chain business model innovation under user: an empiricalstudy of consumer behavior is as follows:
①The empirical study on the behavior of the mobile network selection under valueproposition utility form transformation. The mobile intelligent terminal value propositionin business model innovation changed from voice communication to satisfy diversifiedfunction, thus fulfill and support, and the pricing structure in two ways transmitted to theuser's mobile network selection behavior. This research is based on the domestic3Gnetwork, from multiple paths to determine product attributes of affect the user mobilecommunication services: operators brand, call charges, Internet speed, network fee and soon, then clearly the respective level. Use orthogonal test to simplify design complexity, then use conversion method form selection set and form the choice questionnaire. Afterdata collection, using the discrete choice model to analysis the choice behavior, gettingthe utility coefficient of consumers to communications services product attributes,confirming consumers affected factors and impact strength in choice of mobilecommunication services, analyzing get high-speed data transmission advantage and didnot reflect the expected utility. And higher charges, net fee and mobile phone replacementcosts are the factors that hinder the user to select communication service. China Mobilehas relatively larger brand utility, China Telecom is relatively low.
②The empirical study on consumer behavior of the value expansion in businessecosystem. The mobile intelligent terminal expansion its function relies on operatingplatform application to achieve, generally this process is the system dominated enterprisesto establish business ecosystem of application store, thus in terms of performance andsupport, the pricing structure two pathways to influence consumer behavior. In this study,aim at applications in the business ecosystem for the corresponding payment behavior ofcontent, from the basic model theory of planned behavior characterize consumer behaviorto build depict the behavior of mobile intelligent terminal users pay for content affect themodel based on the analysis of relevant literature. And put forward the correspondinghypothesis, through the questionnaire to collecting data and then use structural equationmodel do corresponding empirical research, and then obtain pay for content behaviorfactors and impact strength. Found the relative advantages of the paid content, the wholeprocess of pay for ease of use, perceived behavioral control, and subjective norms willpromote the payment behavior. While the relative perceived price and free values willrestrain the pay behavior, as the entire comparison, synthetic utility of free valuesbecomes the greatest impact and has played a decisive role.
③The empirical study on the new value proposition evaluation criteria and userloyalty behavior. New business models for mobile intelligent terminal value propositionevaluation by the quality of conversion in order to experience, the conversion from theinformation and insight and relationship dynamics in two ways affected user behavior.This study based on the experience research from experiential marketing and industrialdesign, analysis mobile intelligent terminal user dimension of the experience evaluation.And on this basis to build customer loyalty model based on the user experienceperspective, on the basis of corresponding experience perceptual model and interviews,put forward the corresponding assumptions and complete preliminary research, being inprogress a formal empirical research based on complete the exploratory factor analysis, through the structural equation model to get different user experience dimensions affectloyalty behavior path and impact strength. Finally found, different experience path willmake significant differences, direct experience (sensory experience, interactiveexperience and performance experience) will act directly on customer loyalty, butderivative experience (emotional experience, operational experience, related experience)through satisfaction and switching costs indirectly play a role. In contrast, the impactstrength of derivative experience impact strength is greater than the direct experience;direct experience of sensory experience is much greater than the performance experience,all this suggests that mobile intelligent terminal and PC desktop platform's have differentpursuit. Comparative analysis the differences between the current mainstream operatingsystem of mobile intelligent terminal in different experience dimension.
The research of these three aspects along the mobile intelligent terminal usernetwork access-purchase and install applications-experience evaluation-loyal relationshipchain, for users of consumer behavior under the business model innovation, especiallyunder the background of China have certain cognitive in empirical analysis.
人们对苹果公司的成功归结为创新，但是在苹果的创新不仅仅是技术方面，综合来看这些创新的实质是乔布斯所领导的苹果公司进行了产业领域内商业模式的多要素创新，而后谷歌、三星和HTC等众多厂商进行了仿效。本文的研究就是针对在这种商业模式创新下消费行为的变化，研究从商业模式构成的价值主张、盈利模式、关键资源以及关键流程四要素视角入手，分析移动智能终端领域内商业模式创新后的模式特征，进而建立了商业模式创新由顾客界面对智能终端用户消费行为影响的分析框架。
商业模式创新后的移动智能终端用户的消费行为过程比较复杂，其需要接入的不仅仅是仅支持语音通话的网络，还需要有数据服务，而且在移动智能终端操作系统上还需要下载安装多种应用程序扩充功能，而后对平台进行体验评价。因此本文研究按照此行为链的顺序，对商业模式创新下的用户消费行为进行如下的实证研究：
①价值主张效用形式变革下移动网络选择行为的实证研究。商业模式创新中对移动智能终端的价值主张由语音通讯变为多样化的功能满足，经由履行和支持方面以及定价结构两个途径传导到对用户移动网络选择行为，本研究以国内3G网络为背景，从多个路径确定影响用户移动通讯服务的产品属性：运营商品牌、通话资费、网速、网络资费等7项，然后又明确了各自的水平。进而利用正交设计简化试验，然后利用转化法形成选择集，由此形成了选择问卷，在进行数据收集后，对选择行为数据利用离散选择模型进行分析，从而获得了消费者对于通讯服务各产品属性的效用系数，从而能确定了消费者在选择移动通讯服务时的受影响因素及影响强度，高速数据传输优势并没有体现出预期的效用，而目较高的话费、网费以及手机更换成本的都是较大的阻碍用户对通讯服务选择的因素，相对而言中国移动拥有较大的品牌效用，中国电信相对较低。
②商业生态系统中价值扩展的消费行为实证研究。现有移动智能终端功能的扩展是依靠其操作平台上的应用来实现的，这一过程一般是由系统主宰企业建立应用商店的商业生态系统，从而在履行和支持方面以及定价结构两个途径对消费行为产生影响。本研究针对在此商业生态系统中为相应应用内容的付费行为从刻画消费者行为最基本计划行为理论模型出发并扩展，在对相关文献分析的基础上，构建刻画移动智能终端用户内容付费行为的影响模型，并提出相应假设，通过问卷收集数据后以结构方程模型进行相应的实证研究，从而获得对内容付费行为的影响因素及其影响强度。发现付费内容的相对优势，整个付费购买过程的易用性，感知行为控制，主观规范，都会促进付费行为，而相对感知价格和免费价值观会抑制付费行为，做为强度的比较，免费价值观的综合效用的影响最大，起到了决定性的作用。
③新价值主张评价标准与用户忠诚行为的实证研究。新商业模式下对于移动智能终端价值主张的评价由质量转换为了体验，这一转换从信息与洞察力和关系动态两个途径影响了用户行为。本研究从体验营销和工业设计两方面关于体验研究的基础上，分析移动智能终端用户对其的体验评价的维度，并在此基础上构建基于用户体验视角的客户忠诚模型，在相应体验感知模型和访谈基础上，提出相应假设并完成预调研，再完成探索性因子分析的基础上进行正式的实证研究，由结构方程模型获得不同的用户体验维度对忠诚行为的影响路径和影响强度。最终发现，不同体验的作用路径存在着很大差异，直接体验（感官体验、交互体验和性能体验）会直接作用于用户忠诚，而衍生体验（情感体验、行动体验、关联体验）则通过满意度和转换成本间接发挥作用，在影响强度上相对而言衍生体验的影响强度大于直接体验，直接体验中感官体验远大于性能体验，这一切表明已和PC桌面平台的侧重点存在差异了。并在此基础上比较分析了现有主流移动智能终端操作系统在不同体验维度上的差异。
这三方面的研究沿着移动智能终端用户的网络接入-购买安装应用-体验评价-忠诚的行为链，对在商务模式创新下用户的消费行为特别是中国环境下从实证研究角度有了一定的认知。
Steve Jobs have created a great time of mobile intelligent terminal. Just few years oftime, Apple from a mobile phone market layman turn into the great age of the pioneers, itis have to say this is a miracle. When Google, Microsoft and Samsung flocked into thenew industry，The mobile phone industry completed the switch in an instant. This is notonly affects the industry, but more important is to change our life. The mobile intelligentterminal completely integrated into our lives, such as entertainment, leisure, work,Internet and so on can be focused into a handheld platform.
People think the success of Apple comes down to innovation, but in the Apple'sinnovation is not just the technical. On the whole the essence of these innovations is SteveJobs led Apple's carried on the system innovation of commercial mode of industrial area,and Google, Samsung and HTC and many other manufacturers to follow up. In this paper,we study from the business model of value proposition, profit model, key resources andcritical process the four elements perspective start, to analyze the characteristics of theexisting mobile intelligent terminal field within the business model innovation, and set upthe analysis framework of business model innovation by the customer interface ofintelligent terminal users to influence consumer behavior.
The mobile intelligent terminal consumer behavior becomes more complicated afterthe business model innovation. It needs to access not only the network to support voicecalls, but also need to have a data service, and need to download and install a variety ofapplications to extend the functionality of mobile intelligent terminal operating systemand to experience evaluation platform. So this article research carried out in accordancewith the order of this behavior chain business model innovation under user: an empiricalstudy of consumer behavior is as follows:
①The empirical study on the behavior of the mobile network selection under valueproposition utility form transformation. The mobile intelligent terminal value propositionin business model innovation changed from voice communication to satisfy diversifiedfunction, thus fulfill and support, and the pricing structure in two ways transmitted to theuser's mobile network selection behavior. This research is based on the domestic3Gnetwork, from multiple paths to determine product attributes of affect the user mobilecommunication services: operators brand, call charges, Internet speed, network fee and soon, then clearly the respective level. Use orthogonal test to simplify design complexity, then use conversion method form selection set and form the choice questionnaire. Afterdata collection, using the discrete choice model to analysis the choice behavior, gettingthe utility coefficient of consumers to communications services product attributes,confirming consumers affected factors and impact strength in choice of mobilecommunication services, analyzing get high-speed data transmission advantage and didnot reflect the expected utility. And higher charges, net fee and mobile phone replacementcosts are the factors that hinder the user to select communication service. China Mobilehas relatively larger brand utility, China Telecom is relatively low.
②The empirical study on consumer behavior of the value expansion in businessecosystem. The mobile intelligent terminal expansion its function relies on operatingplatform application to achieve, generally this process is the system dominated enterprisesto establish business ecosystem of application store, thus in terms of performance andsupport, the pricing structure two pathways to influence consumer behavior. In this study,aim at applications in the business ecosystem for the corresponding payment behavior ofcontent, from the basic model theory of planned behavior characterize consumer behaviorto build depict the behavior of mobile intelligent terminal users pay for content affect themodel based on the analysis of relevant literature. And put forward the correspondinghypothesis, through the questionnaire to collecting data and then use structural equationmodel do corresponding empirical research, and then obtain pay for content behaviorfactors and impact strength. Found the relative advantages of the paid content, the wholeprocess of pay for ease of use, perceived behavioral control, and subjective norms willpromote the payment behavior. While the relative perceived price and free values willrestrain the pay behavior, as the entire comparison, synthetic utility of free valuesbecomes the greatest impact and has played a decisive role.
③The empirical study on the new value proposition evaluation criteria and userloyalty behavior. New business models for mobile intelligent terminal value propositionevaluation by the quality of conversion in order to experience, the conversion from theinformation and insight and relationship dynamics in two ways affected user behavior.This study based on the experience research from experiential marketing and industrialdesign, analysis mobile intelligent terminal user dimension of the experience evaluation.And on this basis to build customer loyalty model based on the user experienceperspective, on the basis of corresponding experience perceptual model and interviews,put forward the corresponding assumptions and complete preliminary research, being inprogress a formal empirical research based on complete the exploratory factor analysis, through the structural equation model to get different user experience dimensions affectloyalty behavior path and impact strength. Finally found, different experience path willmake significant differences, direct experience (sensory experience, interactiveexperience and performance experience) will act directly on customer loyalty, butderivative experience (emotional experience, operational experience, related experience)through satisfaction and switching costs indirectly play a role. In contrast, the impactstrength of derivative experience impact strength is greater than the direct experience;direct experience of sensory experience is much greater than the performance experience,all this suggests that mobile intelligent terminal and PC desktop platform's have differentpursuit. Comparative analysis the differences between the current mainstream operatingsystem of mobile intelligent terminal in different experience dimension.
The research of these three aspects along the mobile intelligent terminal usernetwork access-purchase and install applications-experience evaluation-loyal relationshipchain, for users of consumer behavior under the business model innovation, especiallyunder the background of China have certain cognitive in empirical analysis.
引文
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