运用扎根理论的研究方法,通过对36名在校大学生的非结构性/半结构性访谈,研究大学生对移动服务消费的感知价值实际维度。研究结果表明,大学生对移动服务消费的感知实际维度有亲和价值、信任价值、价格价值、质量价值、便利价值、社会价值和认知价值;锁定对提高大学生使用移动服务的忠诚度具有重要决定作用。
In this research,based on the methodology of Grounded Theory,36 semi-structured interviews are finished to find out the university students' perceived value of mobile service.The result indicates that the factual dimensions of university students' perceived value are affinity value,trust value,monetary value,quality value,convenient value,social value and epistemic value.It also shows that lock-in is an important factor of mobile service costumer loyalty.