Ước lượng mức sẵn lòng chi trả và các yếu tố ảnh hưởng đến mức sẵn lòng chi trả: nghiên cứu trường hợp dịch vụ 3G của Mobifone
Keywords:
Willingness to pay, Mobifone Can Tho, 3G service, consumer decisionAbstract
Willingness to pay for 3G service by Mobifone customers in Can Tho City was evaluated using contingent valuation method proposed by Turnbull (1989). Research results show that the decision to choose Mobifone 3g was influenced by 3 factors, ranking from highest to lowest, customer income, diversity of 3G, and user occupation.
Willingness to pay for 3G was impacted by speed, diversity of application, living zone, occupation, income, and current price of 3G. These six factors explain for about 50% of the variation in willingness to pay. Other factors like sex, age, education, pricing methods do not have significant effects on level of willingness to pay and decision to use 3G service of Mobifone.
Highest level of willingness to pay was 109 thousand VN Dong per month. Business data at Mobifone during the period 2014-2016 also show that about 50% of its customers paid not more than 50 thousand dong per month. Therefore, customers willing to pay more than double if the service is satisfied.
