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.
陈秋英. 大学生感知价值实际维度的扎根理论研究[J]. J4, 2011, 8(7): 1021-.
CHEN Qiu-Ying. Factual Dimensions of University Students’ Perceived Value Based on Grounded Theory. J4, 2011, 8(7): 1021-.