农村消费者购买手机的影响因素研究

发布时间：2018-11-27 14:04

【摘要】：手机因其时尚、潮流、方便快捷而倍受消费者青睐。在生活富裕的城市，人手拥有一部手机甚至同时拥有几部都是十分常见的事。近年来，农村经济发展迅速，2000年农村居民人均纯收入为2253元，到2012年，居民纯收入已达7917元。农村市场发展潜力巨大，于是，各式各样的手机产品迅速涌入这块拥有中国人口48.73%的市场。然而，农村市场消费有其自身特点，，手机进军农村市场不能照搬城镇模式。农村消费者购买手机受哪些因素影响，成为市场推广者尤为关心的话题。本文旨在通过探索影响消费者购买手机行为的关键因素，从而制定农村手机市场的营销策略，为手机进一步打入农村市场提供参考。作者首先分析了国内外学者有关消费者行为、消费者行为影响因素，以及农村居民消费情况的文献资料，确定了基本的理论分析架构；然后在理论基础上直接走访农村市场进行探索性访谈调查，针对消费者购买手机时所涉及的因素进行调查，初步确定了影响因素的五个维度：个人条件、市场销售环境、消费者认知水平、消费者生活环境、产品特征等，从而制定了研究模型并提出研究假设，设计了调查问卷。之后作者随机选择了400位农村消费者进行了问卷调查访问，并收回有效问卷311份，样本量符合统计标准。最后作者采用Excel、SPSS17.0软件对数据进行了描述性统计、信度和效度分析、方差分析、因子分析，回归分析，以验证各种影响因素对农村消费者购买手机产品的影响。经过理论和实证的分析研究，发现农村消费者的认知水平普遍不高，但他们消费行为理性化，不盲目跟风，追求品质，讲究实在，有他们特有的消费特征。此外，产品特征、消费环境、个人条件、认知水平、生活环境等因素对农村消费者购买手机有显著性影响。要牢牢占领农村这一消费市场，就需要根据农村消费者的这些特点进行战略布署。
[Abstract]:Mobile phones are favored by consumers because of their fashion, convenience and speed. In wealthy cities, it is common to have a mobile phone or even several at the same time. In recent years, the rural economy has developed rapidly. In 2000, the per capita net income of rural residents was 2253 yuan, and by 2012, the net income of rural residents had reached 7917 yuan. The rural market has huge potential, so a wide variety of mobile phone products quickly poured into the market, which has 48.73% of China's population. However, rural market consumption has its own characteristics, mobile phone into the rural market can not copy the urban model. Rural consumers to buy mobile phones by what factors, market promoters are particularly concerned about the topic. The purpose of this paper is to explore the key factors that affect the behavior of consumers to purchase mobile phones, so as to formulate the marketing strategy of rural mobile phone market, and to provide reference for mobile phones to further enter the rural market. Firstly, the author analyzes the domestic and foreign scholars' literature about consumer behavior, the influencing factors of consumer behavior, and the consumption situation of rural residents, and determines the basic theoretical analysis framework. Then, on the basis of the theory, we directly visit the rural market to conduct exploratory interviews, and investigate the factors involved in the purchase of mobile phones by consumers, and preliminarily determine the five dimensions of the influencing factors: personal conditions, marketing environment, and so on. The cognitive level of consumers, the living environment of consumers, the characteristics of products, and so on, so the research model is established, the research hypotheses are put forward, and the questionnaire is designed. Then the author randomly selected 400 rural consumers to conduct questionnaire interviews and collected 311 valid questionnaires. The sample size was in accordance with the statistical standard. Finally, the author uses Excel,SPSS17.0 software to carry on descriptive statistics, reliability and validity analysis, variance analysis, factor analysis, regression analysis to verify the impact of various factors on rural consumers to buy mobile phone products. Through theoretical and empirical analysis, it is found that the cognitive level of rural consumers is generally not high, but their consumption behavior is rational, not blindly follow the trend, the pursuit of quality, pay attention to reality, have their unique consumption characteristics. In addition, factors such as product characteristics, consumption environment, personal conditions, cognitive level, living environment and other factors have a significant impact on the purchase of mobile phones by rural consumers. If we want to occupy the rural consumer market, we need to deploy it strategically according to the characteristics of rural consumers.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：C913.3

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