Factors Influencing Decision to Subscribe Mobile Phone Services

The mobile phone network has been rapidly and widely growing and becoming one of the major communication channels for the day-to-day life in Thailand. Not only the rapidly development and improvement but also high competition in the mobile phone industry has resulted in the three major players in the Thai market, including AIS, DTAC, and TRUE service provider. This study emphasizes on factors influencing decision to subscribe mobile phone service and attitude toward mobile phone concerning on identity, usage, and expenses aspects. A sample of 600 respondents is observed and analysed using multivariate statistical analysis. Analyses of factors determining attitude toward mobile phone employ linear regression model and Generalized Linear Model (GLM) assuming Logit. The models applied in analysing decision to subscribe mobile phone service consist of 3 separate Probit models and Multivariate Probit for the three service providers. The results indicate that mobile phone network subscribers make decision to subscribe mobile phone service by taking all three services providers as choices simultaneous, thus, Multivariate Probit models show significant estimated results. The findings also reveal that attitude towards mobile phone and marketing mixed have significant impacts on decision to subscribe mobile phone service. (C) 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the Asia Pacific Business Innovation and Technology Management Society