A Study on the Purchase Decision Structure of Mobile Multimedia Service 


Vol. 30,  No. 7, pp. 499-506, Jul.  2005


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  Abstract

In this paper, mobile multimedia service is defined as a service which is used for Internet or multimedia contents without regard to place in the mobile or wireless environment. The purpose of this paper is to search consumer's purchase decision factors by means of literature review and expert's opinion and to analyze a purchase decision structure and its weight. Some implications were found. Firstly, mobile multimedia service purchase factors relating to cost and quality are more important than external causes. Secondly, cost is more important than quality, that is different from result of mobile telecommunication and high-speed Internet service. Thirdly, direct effect such as pertinent charging and terminal price is more important than indirect effect such as pricing differentiation. Finally, main features of service such as mobility and contents are more important than additional characteristics such as personalized service.

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  Cite this article

[IEEE Style]

D. Nam, H. Jeon, M. Choi, "A Study on the Purchase Decision Structure of Mobile Multimedia Service," The Journal of Korean Institute of Communications and Information Sciences, vol. 30, no. 7, pp. 499-506, 2005. DOI: .

[ACM Style]

Dae-kyeong Nam, Hyo-ri Jeon, and Mun-kee Choi. 2005. A Study on the Purchase Decision Structure of Mobile Multimedia Service. The Journal of Korean Institute of Communications and Information Sciences, 30, 7, (2005), 499-506. DOI: .

[KICS Style]

Dae-kyeong Nam, Hyo-ri Jeon, Mun-kee Choi, "A Study on the Purchase Decision Structure of Mobile Multimedia Service," The Journal of Korean Institute of Communications and Information Sciences, vol. 30, no. 7, pp. 499-506, 7. 2005.

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