Mobile broadband services and qualitative research on the factors that affect consumers' buying intentions for this service in Hanoi.

Abstract

The paper presents an overview of the mobile broadband market and the factors that affect consumers' buying intentions for mobile broadband services in Hanoi. The research was done by qualitative research method with in-depth interview of consumers living and working in Hanoi. Research shows that utility, enjoyment, service quality, communication impact, social impact, ease of use, service price, skills and financial ability are important factors. Impact is an important factor influencing consumers' buying intentions for mobile broadband services in Hanoi. The article also gives some important management suggestions for telecoms businesses in Hanoi.