A study on the purchase decision structure of mobile multimedia service

Abstract

In Korean telecommunication market, which high-speed Internet service and mobile telecommunication service attain to maturity, various mobile services appear through technology development and for customer satisfaction. These services allow customers to easily use multimedia services regardless of place or movement speed on the basis of wireless or mobile. In this paper, mobile multimedia services, such as Wibro, wireless LAN, WCDMA, and CDMA2000 1x EV-DO are defined. This paper intends to analyze purchase decision structure of mobile multimedia services, examine the weight of purchase factors and their priority, and investigate the evaluation of alternatives among mobile multimedia services. Twenty seven factors, which affect customers to purchase mobile multimedia services, are identified and divided into 8 factors by factor analysis. This paper also suggests a purchase decision structure based on purchase factors. In this study, it is analyzed that cost is more important than quality and external effect for purchasing mobile multimedia service compared with existing services. Reasonability of service price among purchase factors is the most significant one and service cost among criteria is the most significant one in purchase decision structure. Moreover, the weight of the flexible aspect such as service cost, device cost, and diversity would be modified by mapping out marketing strategies of service providers and government policies. This study contributes to propose a model for purchasing mobile multimedia services and to suggest objective indices for marketing strategies and polices, and to translate qualitative feature into quantitative value.