農(nóng)村消費(fèi)者購買手機(jī)的影響因素研究
發(fā)布時間：2018-11-27 14:04
【摘要】：手機(jī)因其時尚、潮流、方便快捷而倍受消費(fèi)者青睞。在生活富裕的城市，人手擁有一部手機(jī)甚至同時擁有幾部都是十分常見的事。近年來，農(nóng)村經(jīng)濟(jì)發(fā)展迅速，2000年農(nóng)村居民人均純收入為2253元，到2012年，居民純收入已達(dá)7917元。農(nóng)村市場發(fā)展?jié)摿薮�，于是，各式各樣的手機(jī)產(chǎn)品迅速涌入這塊擁有中國人口48.73%的市場。然而，農(nóng)村市場消費(fèi)有其自身特點(diǎn)，，手機(jī)進(jìn)軍農(nóng)村市場不能照搬城鎮(zhèn)模式。農(nóng)村消費(fèi)者購買手機(jī)受哪些因素影響，成為市場推廣者尤為關(guān)心的話題。本文旨在通過探索影響消費(fèi)者購買手機(jī)行為的關(guān)鍵因素，從而制定農(nóng)村手機(jī)市場的營銷策略，為手機(jī)進(jìn)一步打入農(nóng)村市場提供參考。 作者首先分析了國內(nèi)外學(xué)者有關(guān)消費(fèi)者行為、消費(fèi)者行為影響因素，以及農(nóng)村居民消費(fèi)情況的文獻(xiàn)資料，確定了基本的理論分析架構(gòu)；然后在理論基礎(chǔ)上直接走訪農(nóng)村市場進(jìn)行探索性訪談?wù){(diào)查，針對消費(fèi)者購買手機(jī)時所涉及的因素進(jìn)行調(diào)查，初步確定了影響因素的五個維度：個人條件、市場銷售環(huán)境、消費(fèi)者認(rèn)知水平、消費(fèi)者生活環(huán)境、產(chǎn)品特征等，從而制定了研究模型并提出研究假設(shè)，設(shè)計了調(diào)查問卷。之后作者隨機(jī)選擇了400位農(nóng)村消費(fèi)者進(jìn)行了問卷調(diào)查訪問，并收回有效問卷311份，樣本量符合統(tǒng)計標(biāo)準(zhǔn)。 最后作者采用Excel、SPSS17.0軟件對數(shù)據(jù)進(jìn)行了描述性統(tǒng)計、信度和效度分析、方差分析、因子分析，回歸分析，以驗證各種影響因素對農(nóng)村消費(fèi)者購買手機(jī)產(chǎn)品的影響。 經(jīng)過理論和實證的分析研究，發(fā)現(xiàn)農(nóng)村消費(fèi)者的認(rèn)知水平普遍不高，但他們消費(fèi)行為理性化，不盲目跟風(fēng)，追求品質(zhì)，講究實在，有他們特有的消費(fèi)特征。此外，產(chǎn)品特征、消費(fèi)環(huán)境、個人條件、認(rèn)知水平、生活環(huán)境等因素對農(nóng)村消費(fèi)者購買手機(jī)有顯著性影響。要牢牢占領(lǐng)農(nóng)村這一消費(fèi)市場，就需要根據(jù)農(nóng)村消費(fèi)者的這些特點(diǎn)進(jìn)行戰(zhàn)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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：C913.3
本文編號：2361046
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：C913.3
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