Exploring-consumer-adoption-of-new-services-by-analyzing-the-behavior-of-3G-subscribers-An-empirical-case-study_2011_Electronic-Commerce-Research-and-Applications.pdf.Image.Marked资料.pdf
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Exploring-consumer-adoption-of-new-services-by-analyzing-the-behavior-of-3G-subscribers-An-empirical-case-study_2011_Electronic-Commerce-Research-and-Applications.pdf.Image.Marked资料
Electronic Commerce Research and Applications xxx (2011) xxx–xxx
Contents lists available at ScienceDirect
Electronic Commerce Research and Applications
journal homepage: www.else /locate/ecra
Exploring consumer adoption of new services by analyzing the behavior
of 3G subscribers: An empirical case study
Li-Chen Cheng ⇑, Li-Min Sun
Department of Computer Science and Information Management, Soochow University, Taipei 100, Taiwan, ROC
a r t i c l e i n f o a b s t r a c t
Article history: As the profit margins of 3G mobile network operators gradually decline, and market competition
Available online xxxx becomes increasingly intensive, they must develop rich and diverse varieties of brand new application
services to attract new subscribers and retain old ones. Understanding the customer’s purchasing behav-
Keywords: ior is a key issue in this process. The operator must accurately grasp movements in the market based on
3G application services analysis of the behavior of 3G subscribers. This study proposes a comprehensive customer relationship
Association rules management strategy framework to furnish a beneficial plan to overcome such challenges. First, we pro-
Data mining
pose a new model to identify who are the high-value customers related to the characteristics of new tele-
Mobile commerce
RFM model communication services. After segmenting the customers, we propose a procedure to provide di
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