Consumer decision making in telecommunications

The data analyses consumers' decision making processes in the telecommunications market. The dataset includes both autoethnographic videographies and experimental quantitative data.<br><br>The data comprises an extended autoethnographic methodology with 22 participants. Participants recorded video diaries, written diaries and extended interviews about their experiences looking for a mobile phone service. It also includes a quantitative experiment with 517 participants to examine, under close to real conditions, how consumers make decisions. This involved advertising and sales scenarios looking at the effect of bundling and limited time offers in advertising on consumer perceptions and purchase intentions; the effect of unit pricing and the presentation of terms and conditions information in advertising on consumer perceptions and purchase intentions; and the effect of information and the mode of its presentation in personal selling on consumers’ perceptions.<br>

本数据集聚焦电信市场消费者决策流程的分析工作。该数据集同时涵盖自我民族志影像资料（autoethnographic videographies）与实验性定量数据。

本数据集采用拓展型自我民族志研究方法，共纳入22名参与者。参与者需记录其寻觅移动通信服务过程中的视频日志与书面日志，并接受深度访谈。此外，数据集还包含一项针对517名参与者的定量实验，旨在近乎真实的场景下探究消费者的决策机制。该实验设置广告与销售两类场景，重点考察三类影响效应：其一为广告中的套餐捆绑与限时优惠对消费者感知及购买意向的影响；其二为广告中的单位定价与服务条款信息展示方式对消费者感知及购买意向的影响；其三为人员销售环节中的信息及其展示模式对消费者感知的影响。