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.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.

本数据集聚焦电信市场的消费者决策流程分析，涵盖自传式民族志影像资料（autoethnographic videographies）与实验性定量数据两类研究素材。本研究采用拓展型自传式民族志研究方法，共招募22名参与者，要求其记录寻觅移动通讯服务过程中的视频日志、书面日志，并接受拓展型访谈。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，分别考察三个维度的影响效应：一是广告中的捆绑销售与限时优惠对消费者感知及购买意向的影响；二是广告中的单位定价及条款信息呈现方式对消费者感知及购买意向的影响；三是人员销售中的信息内容及其呈现模式对消费者感知的影响。