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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.
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Received: 04 April 2014
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2014, Vol. 11 
