To analyse decision-making patterns with regard to 3G service adoption; and to provide strategic recommendations to suppliers of 3G services regarding marketing and resource allocation, the study uses fuzzy analytic hierarchy process (fuzzy AHP) methodology in developing a three-layer hierarchy of adoption factors for 3G mobile telephones and analyses the weight of each factor through questionnaires of experts familiar with the mobile industry in Shanghai, China. Finally, the study finds that the four most important factors for the adoption of 3G mobile systems are: (i) handset price and voice &. data-transmission fees; (ii) handset aesthetics; (iii) personalization; and (iv) network coverage. From above findings, providers of these services should customise and diversify content/applications and ensure the speed and reliability of network access. 1-landset designs should be in accordance with consumers’ demands.
Global Marketing Conference 2008，起迄日：2008/3/20~2008/3/23，地點：上海交通大學