产品属性和品牌关系对手机消费者购后行为的影响研究

发布时间：2019-04-27 07:05

【摘要】： 伴随着经济的发展,手机已经成为人们日常生活的一部分,手机市场充满了机会。但是一些国际性手机厂商的纷纷进入,我国手机市场竞争日益加剧,不断陷入困境。因此,研究手机消费者购后行为具有重大的现实意义,可以为企业吸引和留住更多的顾客提供策略。据2008年手机消费趋势和产品质量调查显示:品牌和质量成为消费者选择手机的首要因素。与此同时,品牌关系作为品牌理论研究的最新阶段,为越来越多的学者所重视,少数学者认为,品牌关系对购后行为倾向有影响。为此,本文将品牌关系这一新变量引入,比较它和产品相关属性是如何影响手机消费者购后行为的。文章以产品相关属性、品牌关系质量、顾客价值和购后行为的文献探讨为理论基础,提出相应的理论框架和研究假设,然后通过问卷调查的研究方法来收集数据,并用SPSS13.0和Excel软件对数据进行分析和处理,验证和比较了产品相关属性、品牌关系质量对手机消费者购后行为的影响。本文的研究表明: (1)产品相关属性和品牌关系质量都与购后行为间存在着显著的正相关关系,手机厂商可以从这两方面出发来管理自己的品牌; (2)产品相关属性和品牌关系质量通过顾客价值间接作用于购后行为,为此,手机厂商在进行品牌管理时,应以顾客为中心,注重体现顾客价值。 (3)在我国,品牌关系质量比产品相关属性对手机消费者够后行为的影响更大,手机厂商在创建品牌时,就应该注意与消费者互动,争取建立亲密、持久稳定的品牌关系。
[Abstract]:With the economic development, mobile phone has become a part of people's daily life, mobile phone market is full of opportunities. However, with the entry of some international mobile phone manufacturers, the competition in China's mobile phone market is increasing day by day, and it is in a dilemma. Therefore, it is of great practical significance to study the post-purchase behavior of mobile phone consumers, which can provide strategies for enterprises to attract and retain more customers. According to 2008 mobile phone consumption trend and product quality survey: brand and quality become the primary factor for consumers to choose mobile phones. At the same time, as the latest stage of brand theory research, more and more scholars attach importance to brand relationship. A few scholars believe that brand relationship has an impact on post-purchase behavior tendency. Therefore, this paper introduces the brand relationship as a new variable and compares how it and product-related attributes affect the after-purchase behavior of mobile phone consumers. Based on the literature discussion of product-related attributes, brand relationship quality, customer value and after-purchase behavior, this paper puts forward the corresponding theoretical framework and research hypotheses, and then collects the data through the research method of questionnaire survey. The data are analyzed and processed with SPSS13.0 and Excel software to verify and compare the effects of product-related attributes and brand relationship quality on the post-purchase behavior of mobile phone consumers. The research shows that: (1) there is a significant positive correlation between product-related attributes and brand relationship quality and after-purchase behavior, and mobile phone manufacturers can manage their brands from these two aspects; (2) Product-related attributes and brand relationship quality play an indirect role in post-purchase behavior through customer value. Therefore, mobile phone manufacturers should take customer as the center in brand management and pay attention to reflect customer value. (3) in China, the quality of brand relationship has more influence on the behavior of mobile phone consumers than that of product-related attributes. Mobile phone manufacturers should pay attention to the interaction with consumers when creating brand, in order to establish a close, lasting and stable brand relationship.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.6

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