Research on Switching Behavior of Mobile Communication Services

In the mobile communications market, the homogeneity phenomenon of product´s service appears. The paper combines the Technology Acceptance Model (TAM) and Switching Cost Theory to construct the Convert Selection Model about the mobile communication services for users, which mainly analyzed from five dimensions: perceived switching costs, differences in perceived usefulness, differences in perceived ease of use, perceived difference between the cost of services and network externalities. All the data material was collected through the questionnaire survey, and the following analysis, which is mainly from dimensions of reliability and validity of the scale, was mainly based on the statistical software SPSS 17.0. Then countermeasures and suggestions will be putted forward according to the analysis above.