农村市场智能手机顾客忠诚影响因素实证研究

An Empirical Study on Influencing Factors of Customer Loyalty to Smartphones in Rural Markets

农村市场智能手机品牌众多,市场缺口巨大。树立品牌形象,长期留住用户是目前手机制造商面临的主要问题。基于品牌商角度,通过构建以农村市场手机品牌形象、感知价值、满意度和转换成本为自变量,顾客忠诚为因变量的实证研究模型,探讨农村市场智能手机顾客忠诚影响因素。研究表明,农村市场智能手机用户最关注感知价值,其次是品牌形象,最后是转换成本,顾客满意在顾客感知价值、品牌形象与顾客忠诚之间有一定中介作用,个体差异性具有一定调节效应。同时为智能手机制造商产品和相关服务的评估与改进以及农村市场的拓展和维护提供建议。

The penetration rate of smart phones in the rural market is relatively low. The major brands are mixed and the market gap is huge. Establishing a brand image and retaining users for a long period of time are major problems faced by current handset manufacturers. Based on the perspective of brand merchants,this paper explores the factors that influence the customer loyalty of smart phones in the rural market by constructing an empirical research model that takes mobile phone brand image,perceived value,satisfaction and conversion cost as the independent variables and customer loyalty as the dependent variables. Research shows that smart phone users in the rural market are most concerned about perceived value,followed by brand image,and finally switching costs. Customer satisfaction has a mediating role between customer perceived value,brand image and customer loyalty,and individual differences have a moderating effect. Provides recommendations for the assessment and improvement of smart phone manufacturers＇ products and related services,as well as the development and maintenance of rural markets.