大学生手机初购者与再购者的决策过程差异实证研究
发布时间:2018-08-30 13:32
【摘要】:经过将近20年的发展,中国的手机市场已经进入了成熟期,手机已经从一种象征身份和地位的奢侈品演变成了一种普通大众消费品,甚至可以说是一种生活必需品,众多的消费者已经从手机初购者转变为再购者,手机生产企业想要继续占据这个市场,就需要明晰手机初购者和再购者在属性感知→价值评价→形成态度→行为意向这一内心决策过程中存在的差异,并在清楚了解和掌握了这些差异的基础上进行产品开发、品牌建设及营业推广。 在过去的半个世纪里,国内外学者对消费者购买意向的研究层出不穷,消费者购买意向影响因素的研究成了营销领域内的热点问题。国内外大量的实证研究发现,初购者与再购者在产品感知→价值判断→形成态度及行为意向这一内心决策过程存在着系统性的差异。研究初购者与再购者的决策差异,对于手机生产企业和终端零售商有针对性地细分市场并定位产品,无疑具有十分重要的战略意义。本研究采用Fishbein与Ajzen等人创建的多属性态度模型(Multi-attribute Attitude Model)来研究大学生手机消费者的初购与再购的决策差异。目的是找出消费者在两次购买决策过程中所存在的差异,同时也是为了验证前人在这方面的研究成果。基于消费者“认知——情感——行为意向”理论,构建手机属性感知与顾客价值评价、态度以及顾客购买意向的关系模型。并通过实证研究获得消费者在属性感知、价值评价以及态度和社会从众方面存在的差异。其主要理论意义在于找出了消费者两次购买决策的差异所在。在目前的市场营销领域中,鲜有研究消费者两次购买决策差异的文献,因此本研究丰富了营销理论的内容,具有重大的理论意义。此外,对于手机的生产商与经销商来说具有重要启示作用。当今,大学生换机已成普遍现象,企业如果要跟上这个时代,必须要识别和了解手机初购者与再购者在消费心理与决策过程中存在的明显差异,并在识别这种差异的基础上,调整产品开发、品牌建设、营业推广等营销策略。对于企业在实际的营销过程中推出新产品,抢占市场或者扩大市场占有率,继续有效地占领和巩固市场都具有重大的实际意义。 本研究通过对大学生群体深入的访问概括出了大学生购机时重视的手机属性的维度,然后再在前人研究的基础上结合手机市场的实际情况设计开发了调查问卷,通过小规模的前测,对问卷指标进行了归类,并进行了问卷信度和效度的检验,结果显示问卷的结构良好并且内部一致性较高,达到了研究的要求,最后选择了在成都市的四所大学共收集了485份问卷,在经过甄别和筛选之后保留了449份有效问卷,最后对这449份有效数据通过路径系数分析验证了本研究提出的假设。 通过实证研究发现,手机初购者和再购者在以下3个方面存在较大的差异:(1)在属性评价方面,初购者更看重品牌声誉这一外在属性,更容易受到广告的影响,而再购者更看重手机的性能、质量等内在属性,并且对价格促销这一外在因素较为敏感;(2)在价值取向方面,初购者看重情感价值,而再购者却在意功能价值;(3)在购买及推荐意向方面,初购者更容易受到外界环境的影响,表现出较高的社会从众倾向,而再购者则更多地依赖自己内心的声音而做出决策,不易受到他人的影响,社会从众倾向较低。 研究结论表明,如果将产品定位于初购者市场,企业的精力应该更多放在手机品牌建设、产品推广方面上来,此外,鉴于初购者比再购者表现出更高的社会从众倾向,企业还应该高度重视产品的口碑传播,赢得良好的口碑才能赢得更多消费者的青睐。如果将产品定位于再购者市场,企业应该更多地关注手机质量和产品价格。一方面,企业在做产品开发时,应该开发出质优价廉产品,让消费者通过对产品属性的判断,更为理性地购买。大学生是一个富有个性,求新求异的群体,企业应该在控制成本的基础上开发技术先进、充满创新的产品来满足大学生对于产品的好奇心;另一方面,运用价格促销手段吸引消费者,让他们能通过对各品牌不同型号手机的性价比作出比较后最终做出购买决策,让他们感到自己的购买决策时理智的,也是非常划算的。
[Abstract]:After nearly 20 years of development, China's mobile phone market has entered a mature stage, mobile phones have evolved from a symbol of status and luxury goods into a common consumer goods, or even a necessity for life, many consumers have changed from mobile phone buyers to re-buyers, mobile phone manufacturers want to continue To occupy this market, it is necessary to clarify the differences in the inner decision-making process of attributes perception, value evaluation, attitude formation and behavioral intention between mobile phone buyers and re-buyers, and to develop products, brand building and business promotion on the basis of a clear understanding and mastery of these differences.
In the past half century, scholars at home and abroad have been studying consumer purchasing intention in endlessly, and the research on Influencing Factors of consumer purchasing intention has become a hot issue in the field of marketing. There are systematic differences in the decision-making process. It is undoubtedly of strategic importance to study the decision-making differences between the first buyer and the second buyer for mobile phone manufacturers and end retailers to segment the market and locate the product. The purpose of this study is to find out the differences between the two purchasing decisions and to verify the previous research results. Based on the consumer's "cognitive-emotional-behavioral intention" theory, mobile phone attribute perception and repurchase are constructed. The main theoretical significance of the model is to find out the differences between the two purchasing decisions of consumers. This study enriches the content of marketing theory and has great theoretical significance. In addition, it has important implications for mobile phone manufacturers and distributors. Nowadays, college students'changing machines has become a common phenomenon. There are obvious differences between purchasers and repurchasers in the process of consuming psychology and decision-making, and on the basis of identifying these differences, adjust the marketing strategies of product development, brand building and business promotion. Fixing the market is of great practical significance.
This study summarizes the dimensions of mobile phone attributes that college students attach importance to when they buy a mobile phone through in-depth interviews with college students, and then designs and develops a questionnaire on the basis of previous studies combined with the actual situation of the mobile phone market. Through a small-scale pre-test, the questionnaire indicators are classified, and the reliability and validity of the questionnaire are carried out. The results show that the questionnaire has good structure and high internal consistency, which meets the requirements of the study. Finally, 485 questionnaires were collected from four universities in Chengdu. After screening and screening, 449 valid questionnaires were retained. Finally, the 449 valid data were verified by path coefficient analysis. Suppose.
Through empirical research, we find that there are three major differences between mobile phone buyers and repurchasers: (1) in the evaluation of attributes, the first-time buyers pay more attention to the external attributes of brand reputation and are more likely to be influenced by advertisements, while the second-time buyers pay more attention to the intrinsic attributes of mobile phone, such as performance and quality, and the external factor of price promotion. It is more sensitive; (2) in terms of value orientation, the first-time buyer values emotional value, while the second-time buyer values functional value; (3) in terms of purchasing and recommendation intention, the first-time buyer is more likely to be influenced by the external environment, showing a higher social conformity, while the second-time buyer is more dependent on their own inner voice to make decisions, not easy to accept. To others' influence, social conformity tends to be low.
The conclusion of the study shows that if the product is positioned in the buyer's market, the enterprise should focus more on the brand building and product promotion. In addition, in view of the higher social conformity tendency of the buyer than the buyer, the enterprise should also attach great importance to product word-of-mouth communication to win a good reputation in order to win more consumption. If the product is positioned in the repurchase market, enterprises should pay more attention to the quality of mobile phones and product prices. On the one hand, enterprises should develop high-quality and low-cost products, so that consumers can buy more rationally by judging the product attributes. College students are a group with personality, seeking novelty and difference. Firstly, enterprises should develop technologically advanced and innovative products to satisfy college students'curiosity on the basis of cost control. On the other hand, they should use price promotion to attract consumers, so that they can make the final purchase decision by comparing the performance-price ratio of different brands of mobile phones. Buying decisions at a reasonable price is also very cost-effective.
【学位授予单位】:西南财经大学
【学位级别】:硕士
【学位授予年份】:2011
【分类号】:F274;G649.2;F224
本文编号:2213225
[Abstract]:After nearly 20 years of development, China's mobile phone market has entered a mature stage, mobile phones have evolved from a symbol of status and luxury goods into a common consumer goods, or even a necessity for life, many consumers have changed from mobile phone buyers to re-buyers, mobile phone manufacturers want to continue To occupy this market, it is necessary to clarify the differences in the inner decision-making process of attributes perception, value evaluation, attitude formation and behavioral intention between mobile phone buyers and re-buyers, and to develop products, brand building and business promotion on the basis of a clear understanding and mastery of these differences.
In the past half century, scholars at home and abroad have been studying consumer purchasing intention in endlessly, and the research on Influencing Factors of consumer purchasing intention has become a hot issue in the field of marketing. There are systematic differences in the decision-making process. It is undoubtedly of strategic importance to study the decision-making differences between the first buyer and the second buyer for mobile phone manufacturers and end retailers to segment the market and locate the product. The purpose of this study is to find out the differences between the two purchasing decisions and to verify the previous research results. Based on the consumer's "cognitive-emotional-behavioral intention" theory, mobile phone attribute perception and repurchase are constructed. The main theoretical significance of the model is to find out the differences between the two purchasing decisions of consumers. This study enriches the content of marketing theory and has great theoretical significance. In addition, it has important implications for mobile phone manufacturers and distributors. Nowadays, college students'changing machines has become a common phenomenon. There are obvious differences between purchasers and repurchasers in the process of consuming psychology and decision-making, and on the basis of identifying these differences, adjust the marketing strategies of product development, brand building and business promotion. Fixing the market is of great practical significance.
This study summarizes the dimensions of mobile phone attributes that college students attach importance to when they buy a mobile phone through in-depth interviews with college students, and then designs and develops a questionnaire on the basis of previous studies combined with the actual situation of the mobile phone market. Through a small-scale pre-test, the questionnaire indicators are classified, and the reliability and validity of the questionnaire are carried out. The results show that the questionnaire has good structure and high internal consistency, which meets the requirements of the study. Finally, 485 questionnaires were collected from four universities in Chengdu. After screening and screening, 449 valid questionnaires were retained. Finally, the 449 valid data were verified by path coefficient analysis. Suppose.
Through empirical research, we find that there are three major differences between mobile phone buyers and repurchasers: (1) in the evaluation of attributes, the first-time buyers pay more attention to the external attributes of brand reputation and are more likely to be influenced by advertisements, while the second-time buyers pay more attention to the intrinsic attributes of mobile phone, such as performance and quality, and the external factor of price promotion. It is more sensitive; (2) in terms of value orientation, the first-time buyer values emotional value, while the second-time buyer values functional value; (3) in terms of purchasing and recommendation intention, the first-time buyer is more likely to be influenced by the external environment, showing a higher social conformity, while the second-time buyer is more dependent on their own inner voice to make decisions, not easy to accept. To others' influence, social conformity tends to be low.
The conclusion of the study shows that if the product is positioned in the buyer's market, the enterprise should focus more on the brand building and product promotion. In addition, in view of the higher social conformity tendency of the buyer than the buyer, the enterprise should also attach great importance to product word-of-mouth communication to win a good reputation in order to win more consumption. If the product is positioned in the repurchase market, enterprises should pay more attention to the quality of mobile phones and product prices. On the one hand, enterprises should develop high-quality and low-cost products, so that consumers can buy more rationally by judging the product attributes. College students are a group with personality, seeking novelty and difference. Firstly, enterprises should develop technologically advanced and innovative products to satisfy college students'curiosity on the basis of cost control. On the other hand, they should use price promotion to attract consumers, so that they can make the final purchase decision by comparing the performance-price ratio of different brands of mobile phones. Buying decisions at a reasonable price is also very cost-effective.
【学位授予单位】:西南财经大学
【学位级别】:硕士
【学位授予年份】:2011
【分类号】:F274;G649.2;F224
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