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J4  2014, Vol. 11 Issue (12): 1864-    DOI:
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Research on the Behavior of Choosing a Tariff Plan in Telecom Industry  Based on Discrete Choice Model
FANG Youbin,YE Peng
1.Huazhong University of Science and Technology,Wuhan,China;  2.Huanggang Normal University, Huanggang, Hubei, China

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Abstract  This study takes college students as an example and applies DCM to investigate the customer’s behavior of choosing a tariff plan of telecom operators. The result shows that NLM has more advantages than MNL in explaining the customer’s behavior of choosing a tariff plan; to a customer, the brand has more influence on choosing China Mobile or China Unicom than on choosing China Telecom, the fee that should be paid has more influence on choosing a tariff plan of China Unicom or China Telecom than on choosing the one of China Mobile; the property of high substitutability exists between the tariff plans of China Unicom and the ones of the other two telecom operators.
Key wordstariff plan      discrete choice model      multinomial logit model      nested logit model     
Received: 04 April 2014     
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