我国高端手机消费行为影响因素模型研究——基于扎根理论分析

Research on the Influential Factors of High-end Mobile Phone Consumer Behavior in China— An Analysis Based on the Grounded Theory

文章运用扎根理论原理,基于我国高端手机消费者的调查研究,构建了高端手机消费行为影响因素模型。研究结果表明,技术性能、情感效用、品牌价值、安全隐私四大因素对高端手机消费行为具有至关重要的影响,高端手机厂商必须立足这四大因素制定产品生产、营销及管理策略,不断优化产品与服务,提高消费者消费体验满意度。

The paper,using the research method of grounded theory and based on the investigation of high-end mobile phone consumers in China,builds a model of high-end mobile phone consumer behavior influential factors. The results show that the four main factors have crucial impacts on high-end mobile phone consumer behavior,which are technical performance,emotional utility,brand value,security and privacy. High-end mobile phone manufacturers must,based on these four factors, make production,marketing and management strategies,continuously optimize products and services,and enhance consumer satisfaction.