《論文_購(gòu)買(mǎi)決策過(guò)程論文基于認(rèn)知的手機(jī)消費(fèi)者購(gòu)買(mǎi)決策過(guò)程影(定稿)》

1、購(gòu)買(mǎi)決策過(guò)程論文:基于認(rèn)知的手機(jī)消費(fèi)者購(gòu)買(mǎi)決策過(guò)程影 響因素研究【中文摘要】近年來(lái)，隨著我國(guó)經(jīng)濟(jì)的迅猛發(fā)展和科技的日新月 異，我國(guó)移動(dòng)通訊日益普及,作為信息時(shí)代的產(chǎn)物，手機(jī)已成為人們生 活與工作的重要組成部分,創(chuàng)造了無(wú)線通訊市場(chǎng)的蓬勃商機(jī)。據(jù)統(tǒng) 計(jì),2010年前三季度，我國(guó)手機(jī)市場(chǎng)銷(xiāo)量已經(jīng)累計(jì)達(dá)到1. 79億部，龐 大的數(shù)字顯示，我國(guó)手機(jī)消費(fèi)的加速普及使我國(guó)成為世界超大的手機(jī) 需求市場(chǎng)。任何產(chǎn)品或服務(wù)其最終命運(yùn)都耍由消費(fèi)者的購(gòu)買(mǎi)決策來(lái)決 定，目前，由于科技的進(jìn)步，產(chǎn)品生命周期大大縮短，產(chǎn)品更新?lián)Q代加 快,加之企業(yè)營(yíng)銷(xiāo)手段不斷創(chuàng)新，面對(duì)種類(lèi)繁多的商品，消費(fèi)者往往難 以輕易做岀購(gòu)買(mǎi)決策；同時(shí)，隨著

2、主活水平的不斷提高，消費(fèi)者的消費(fèi) 觀念和消費(fèi)品位發(fā)生了很大的變化，消費(fèi)者的思維也越來(lái)越難以捉摸, 這在我國(guó)手機(jī)市場(chǎng)競(jìng)爭(zhēng)日益激烈的情形下，對(duì)企業(yè)的生存和發(fā)展提出 了更大的挑戰(zhàn)。因此，研究手機(jī)消費(fèi)者購(gòu)買(mǎi)決策過(guò)程的影響因素，不僅 有助于消費(fèi)者提高自己的博弈水平和對(duì)所處消費(fèi)環(huán)境的認(rèn)知能力，做 出更加明智的決策,而且可以為企業(yè)決策提供和關(guān)依據(jù)，有利于其更 加有效的配置營(yíng)銷(xiāo)資源，真正做到以消費(fèi)者為中心，進(jìn)而提高企業(yè)的 核心競(jìng)爭(zhēng)力。本文首先回顧了消費(fèi)者購(gòu)買(mǎi)決策行為的相關(guān)研究，在對(duì) 已有文獻(xiàn)歸納總結(jié)的基礎(chǔ)上，以認(rèn)知視角為切入點(diǎn)，把手機(jī)消費(fèi)者作 為研究對(duì)象，結(jié)合ekb模型提出手機(jī)消費(fèi)者購(gòu)買(mǎi)決策過(guò)程影響因素的 問(wèn)

3、題,考察其購(gòu)買(mǎi)決策過(guò)程中問(wèn)題認(rèn)知、搜尋信息、方案評(píng)價(jià)選擇、 購(gòu)買(mǎi)決策實(shí)施和購(gòu)后行為五個(gè)階段的關(guān)鍵影響因素，并給岀了相關(guān)的 研究框架和概念模型：然后通過(guò)實(shí)際問(wèn)卷調(diào)查與數(shù)據(jù)收集，并運(yùn)用探 索性因子分析、結(jié)構(gòu)方程模型、方差分析等方法，證明了手機(jī)消費(fèi)者 購(gòu)買(mǎi)決策過(guò)程各階段影響因素的存在，并對(duì)潛在因子進(jìn)行了捉取和驗(yàn) 證,得到了一套精煉而較為全面的指標(biāo)體系；最后，論文對(duì)本研究的結(jié) 果做岀總結(jié)，指出其所存在的局限性，并對(duì)未來(lái)可能的改進(jìn)方向做出 了展望。【英文摘要】tn recent years, with the rapid development of economy and the advancemen

4、t of technology, the mobile communications is increasing popular in china, mobile phone, as the product of information era, has become an important part of people' s daily life and work, creating booming business opportunities in the wireless communications market according to statistics, the fi

5、rst three quarters of 2010, the sales of mobile phone has reached 179 million in china, this huge figure shows that the rapid popularity of mobile phone consumption makes our country to be the huge consumers market of mobile phones.the ultimate fate of any product or service will be decided by the p

6、urchase decision of consumers at present, as the advanceme nt of tech no logy, the product life cycles has bee n shorted greatly, the upgrading of products has been speeded up, coupled with innovation of marketing methods, consumers are often difficult to make purchasing decisions when they face a w

7、ide range of dazzling commodities at the same time, with the continuous improvement of standard of living, the consumers? consumption ideas and taste have greatly changed, their thought is more and more unpredictable, which is a greater challenge for the survival and development of the enterprises i

8、n the increasingly competitive mobile phone market therefore, on the one hand, research on the influenee factors of the mobile phone consumersy procedure of consumer purchasing decision-making helps the consumers improve their game level and the cognitive ability of their consumer environment to mak

9、e more informed decisions, on the other hand, it can provide the basis for enterprises to make decisions allocating marketing resources more effectively, and to improve their core competitiveness by means of considering the consumer as the major resource.this paper firstly reviewed available literat

10、ures about consumer decision-making behavior, based on the induction and summarization of these literatures, this paper is started on the point of cognitive perspective and considering the mobile phone consumers as research subjects, integrating with the model of ekb, this paper proposed the influen

11、ce factors through the procedure of mobile phoneconsumer purchasing decision-making and gives the rclcvant research framework and con cep tual framework to analyze the main influe nee factors in the five stages including confirming need, searching information, evaluating project, deciding purchase a

12、nd post-purchase through the procedure of consumer purchasing decision-making. secondly, through questionnaire survey and data, collection, we use exploratory factor analysis, structural equation modeling, anova and other methods to prove the existence of influence factors through the procedure of c

13、onsumer purchasing decision-making and extract latent factors, then get a condensed and relatively comprchcnsivc indices system; finally, this paper concludes the research achievements, points out its limitation and gives some advices for the future studies in this field【關(guān)鍵詞】購(gòu)買(mǎi)決策過(guò)程手機(jī)消費(fèi)者認(rèn)知視角ekb模型結(jié)構(gòu) 方

14、程模型【英文關(guān)鍵詞】purchase decision-making processmobile phone consumercognitive perspectiveekbstructural equation modeling【目錄】基于認(rèn)知的手機(jī)消費(fèi)者購(gòu)買(mǎi)決策過(guò)程影響因素研究 摘要 8-9 abstract 9-10 第 1 章緒論 11-291. 111-121. 1.2研究意義12-131.2國(guó)內(nèi)外相關(guān)研究綜述13-261.2. 1消費(fèi)者行為研究綜述13-181.2.2消費(fèi)者購(gòu)買(mǎi)決策研究綜述18-231.2.3消費(fèi)者購(gòu)買(mǎi)決策影響因素研究綜述23-24124手機(jī)消費(fèi)者購(gòu)買(mǎi)行為研究綜述2

15、4-251.2.5小結(jié)25-2613研究思路及預(yù)期創(chuàng)新26-291. 3. 1研究思路及框架26-281. 3. 2預(yù)期創(chuàng)新點(diǎn)28-29 第2章概念模型與研究方法29-402. 1基于認(rèn)知的手機(jī)消費(fèi)者購(gòu)買(mǎi)決策過(guò)程影響因素的概念模型29-342. 1. 1研究視角292. 1. 2概念模型及其說(shuō)明29-342. 2研究方法說(shuō)明34-402. 2. 1可靠性分析352. 2. 2因子分析35-392. 2. 3方差分析39-40 第3章 概念模型的實(shí)證研究40-7831問(wèn)卷設(shè)計(jì)與調(diào)查40-443. 1. 1調(diào)查問(wèn)卷總體設(shè)計(jì)40-413. 1.2變量設(shè)計(jì)與度量41-443. 2數(shù)據(jù)收集與初步分析44-483. 2. 1數(shù)據(jù)收集44-453.2.2問(wèn)卷的可靠性分析453.2.3數(shù)據(jù)的描述性統(tǒng)計(jì)分析45-483.3主問(wèn)卷因子分析48-693.3.1問(wèn)題認(rèn)知階段因子分析48-533. 3.2搜尋信息階段因子分析53-573.3.3方案評(píng)價(jià)選擇階段因子分析57-61334購(gòu)買(mǎi)決策實(shí)施階段因子分析61-653. 3. 5購(gòu)后行為階段因子分析