基于价值观细分的中国大学生电信业务消费方式研究

he advent of 4G and the emergence of Smarter Terminal have enriched the services and applications of a mobile phone and it have also diversified the services in a more complex 4G service system than the 3G technology does. A consumer or user is characterized as choosing a service on his or her own value and customary life. Thus, the traditional segmentation based on the demographic data is now outdated to meet the demand of consumers. This study is aimed, dependence on value segmentation, to choose as an object to be researched some university students with strong self-awareness and acceptance of a new service. In the combination of Factor Analysis with Cluster Analysis, this task will divide the students into the following 5 clusters based on their value of attitude and way of life: Realty-constrained Type, Will-Enjoying Type, Broad-minded Family Type, Traditional Rational Type and Self-centered Fashion Type. At the same time, the goal is designed to explore the demand for consumption and the preference for selection of the clusters among the university students, in the application of the two approaches of Cross and Correspondence Analyses.