發(fā)布時(shí)間：2018-08-30 13:32

【摘要】：經(jīng)過(guò)將近20年的發(fā)展,中國(guó)的手機(jī)市場(chǎng)已經(jīng)進(jìn)入了成熟期,手機(jī)已經(jīng)從一種象征身份和地位的奢侈品演變成了一種普通大眾消費(fèi)品,甚至可以說(shuō)是一種生活必需品,眾多的消費(fèi)者已經(jīng)從手機(jī)初購(gòu)者轉(zhuǎn)變?yōu)樵儋?gòu)者,手機(jī)生產(chǎn)企業(yè)想要繼續(xù)占據(jù)這個(gè)市場(chǎng),就需要明晰手機(jī)初購(gòu)者和再購(gòu)者在屬性感知→價(jià)值評(píng)價(jià)→形成態(tài)度→行為意向這一內(nèi)心決策過(guò)程中存在的差異,并在清楚了解和掌握了這些差異的基礎(chǔ)上進(jìn)行產(chǎn)品開(kāi)發(fā)、品牌建設(shè)及營(yíng)業(yè)推廣。 在過(guò)去的半個(gè)世紀(jì)里,國(guó)內(nèi)外學(xué)者對(duì)消費(fèi)者購(gòu)買意向的研究層出不窮,消費(fèi)者購(gòu)買意向影響因素的研究成了營(yíng)銷領(lǐng)域內(nèi)的熱點(diǎn)問(wèn)題。國(guó)內(nèi)外大量的實(shí)證研究發(fā)現(xiàn),初購(gòu)者與再購(gòu)者在產(chǎn)品感知→價(jià)值判斷→形成態(tài)度及行為意向這一內(nèi)心決策過(guò)程存在著系統(tǒng)性的差異。研究初購(gòu)者與再購(gòu)者的決策差異,對(duì)于手機(jī)生產(chǎn)企業(yè)和終端零售商有針對(duì)性地細(xì)分市場(chǎng)并定位產(chǎn)品,無(wú)疑具有十分重要的戰(zhàn)略意義。本研究采用Fishbein與Ajzen等人創(chuàng)建的多屬性態(tài)度模型(Multi-attribute Attitude Model)來(lái)研究大學(xué)生手機(jī)消費(fèi)者的初購(gòu)與再購(gòu)的決策差異。目的是找出消費(fèi)者在兩次購(gòu)買決策過(guò)程中所存在的差異,同時(shí)也是為了驗(yàn)證前人在這方面的研究成果�；谙M(fèi)者“認(rèn)知——情感——行為意向”理論,構(gòu)建手機(jī)屬性感知與顧客價(jià)值評(píng)價(jià)、態(tài)度以及顧客購(gòu)買意向的關(guān)系模型。并通過(guò)實(shí)證研究獲得消費(fèi)者在屬性感知、價(jià)值評(píng)價(jià)以及態(tài)度和社會(huì)從眾方面存在的差異。其主要理論意義在于找出了消費(fèi)者兩次購(gòu)買決策的差異所在。在目前的市場(chǎng)營(yíng)銷領(lǐng)域中,鮮有研究消費(fèi)者兩次購(gòu)買決策差異的文獻(xiàn),因此本研究豐富了營(yíng)銷理論的內(nèi)容,具有重大的理論意義。此外,對(duì)于手機(jī)的生產(chǎn)商與經(jīng)銷商來(lái)說(shuō)具有重要啟示作用。當(dāng)今,大學(xué)生換機(jī)已成普遍現(xiàn)象,企業(yè)如果要跟上這個(gè)時(shí)代,必須要識(shí)別和了解手機(jī)初購(gòu)者與再購(gòu)者在消費(fèi)心理與決策過(guò)程中存在的明顯差異,并在識(shí)別這種差異的基礎(chǔ)上,調(diào)整產(chǎn)品開(kāi)發(fā)、品牌建設(shè)、營(yíng)業(yè)推廣等營(yíng)銷策略。對(duì)于企業(yè)在實(shí)際的營(yíng)銷過(guò)程中推出新產(chǎn)品,搶占市場(chǎng)或者擴(kuò)大市場(chǎng)占有率,繼續(xù)有效地占領(lǐng)和鞏固市場(chǎng)都具有重大的實(shí)際意義。 本研究通過(guò)對(duì)大學(xué)生群體深入的訪問(wèn)概括出了大學(xué)生購(gòu)機(jī)時(shí)重視的手機(jī)屬性的維度,然后再在前人研究的基礎(chǔ)上結(jié)合手機(jī)市場(chǎng)的實(shí)際情況設(shè)計(jì)開(kāi)發(fā)了調(diào)查問(wèn)卷,通過(guò)小規(guī)模的前測(cè),對(duì)問(wèn)卷指標(biāo)進(jìn)行了歸類,并進(jìn)行了問(wèn)卷信度和效度的檢驗(yàn),結(jié)果顯示問(wèn)卷的結(jié)構(gòu)良好并且內(nèi)部一致性較高,達(dá)到了研究的要求,最后選擇了在成都市的四所大學(xué)共收集了485份問(wèn)卷,在經(jīng)過(guò)甄別和篩選之后保留了449份有效問(wèn)卷,最后對(duì)這449份有效數(shù)據(jù)通過(guò)路徑系數(shù)分析驗(yàn)證了本研究提出的假設(shè)。 通過(guò)實(shí)證研究發(fā)現(xiàn),手機(jī)初購(gòu)者和再購(gòu)者在以下3個(gè)方面存在較大的差異：(1)在屬性評(píng)價(jià)方面,初購(gòu)者更看重品牌聲譽(yù)這一外在屬性,更容易受到廣告的影響,而再購(gòu)者更看重手機(jī)的性能、質(zhì)量等內(nèi)在屬性,并且對(duì)價(jià)格促銷這一外在因素較為敏感；(2)在價(jià)值取向方面,初購(gòu)者看重情感價(jià)值,而再購(gòu)者卻在意功能價(jià)值；(3)在購(gòu)買及推薦意向方面,初購(gòu)者更容易受到外界環(huán)境的影響,表現(xiàn)出較高的社會(huì)從眾傾向,而再購(gòu)者則更多地依賴自己內(nèi)心的聲音而做出決策,不易受到他人的影響,社會(huì)從眾傾向較低。 研究結(jié)論表明,如果將產(chǎn)品定位于初購(gòu)者市場(chǎng),企業(yè)的精力應(yīng)該更多放在手機(jī)品牌建設(shè)、產(chǎn)品推廣方面上來(lái),此外,鑒于初購(gòu)者比再購(gòu)者表現(xiàn)出更高的社會(huì)從眾傾向,企業(yè)還應(yīng)該高度重視產(chǎn)品的口碑傳播,贏得良好的口碑才能贏得更多消費(fèi)者的青睞。如果將產(chǎn)品定位于再購(gòu)者市場(chǎng),企業(yè)應(yīng)該更多地關(guān)注手機(jī)質(zhì)量和產(chǎn)品價(jià)格。一方面,企業(yè)在做產(chǎn)品開(kāi)發(fā)時(shí),應(yīng)該開(kāi)發(fā)出質(zhì)優(yōu)價(jià)廉產(chǎn)品,讓消費(fèi)者通過(guò)對(duì)產(chǎn)品屬性的判斷,更為理性地購(gòu)買。大學(xué)生是一個(gè)富有個(gè)性,求新求異的群體,企業(yè)應(yīng)該在控制成本的基礎(chǔ)上開(kāi)發(fā)技術(shù)先進(jìn)、充滿創(chuàng)新的產(chǎn)品來(lái)滿足大學(xué)生對(duì)于產(chǎn)品的好奇心；另一方面,運(yùn)用價(jià)格促銷手段吸引消費(fèi)者,讓他們能通過(guò)對(duì)各品牌不同型號(hào)手機(jī)的性價(jià)比作出比較后最終做出購(gòu)買決策,讓他們感到自己的購(gòu)買決策時(shí)理智的,也是非常劃算的。
[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.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F274;G649.2;F224

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本文編號(hào)：2213225