【摘要】： 伴隨著經(jīng)濟(jì)的發(fā)展,手機(jī)已經(jīng)成為人們?nèi)粘Ｉ畹囊徊糠?手機(jī)市場(chǎng)充滿了機(jī)會(huì)。但是一些國(guó)際性手機(jī)廠商的紛紛進(jìn)入,我國(guó)手機(jī)市場(chǎng)競(jìng)爭(zhēng)日益加劇,不斷陷入困境。因此,研究手機(jī)消費(fèi)者購(gòu)后行為具有重大的現(xiàn)實(shí)意義,可以為企業(yè)吸引和留住更多的顧客提供策略。 據(jù)2008年手機(jī)消費(fèi)趨勢(shì)和產(chǎn)品質(zhì)量調(diào)查顯示:品牌和質(zhì)量成為消費(fèi)者選擇手機(jī)的首要因素。與此同時(shí),品牌關(guān)系作為品牌理論研究的最新階段,為越來(lái)越多的學(xué)者所重視,少數(shù)學(xué)者認(rèn)為,品牌關(guān)系對(duì)購(gòu)后行為傾向有影響。為此,本文將品牌關(guān)系這一新變量引入,比較它和產(chǎn)品相關(guān)屬性是如何影響手機(jī)消費(fèi)者購(gòu)后行為的。文章以產(chǎn)品相關(guān)屬性、品牌關(guān)系質(zhì)量、顧客價(jià)值和購(gòu)后行為的文獻(xiàn)探討為理論基礎(chǔ),提出相應(yīng)的理論框架和研究假設(shè),然后通過(guò)問(wèn)卷調(diào)查的研究方法來(lái)收集數(shù)據(jù),并用SPSS13.0和Excel軟件對(duì)數(shù)據(jù)進(jìn)行分析和處理,驗(yàn)證和比較了產(chǎn)品相關(guān)屬性、品牌關(guān)系質(zhì)量對(duì)手機(jī)消費(fèi)者購(gòu)后行為的影響。本文的研究表明: (1)產(chǎn)品相關(guān)屬性和品牌關(guān)系質(zhì)量都與購(gòu)后行為間存在著顯著的正相關(guān)關(guān)系,手機(jī)廠商可以從這兩方面出發(fā)來(lái)管理自己的品牌; (2)產(chǎn)品相關(guān)屬性和品牌關(guān)系質(zhì)量通過(guò)顧客價(jià)值間接作用于購(gòu)后行為,為此,手機(jī)廠商在進(jìn)行品牌管理時(shí),應(yīng)以顧客為中心,注重體現(xiàn)顧客價(jià)值。 (3)在我國(guó),品牌關(guān)系質(zhì)量比產(chǎn)品相關(guān)屬性對(duì)手機(jī)消費(fèi)者夠后行為的影響更大,手機(jī)廠商在創(chuàng)建品牌時(shí),就應(yīng)該注意與消費(fèi)者互動(dòng),爭(zhēng)取建立親密、持久穩(wěn)定的品牌關(guān)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.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;F426.6

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