购买决策过程论文：基于认知的手机消费者购买决策过程影响因素研究.doc

购买决策过程论文：基于认知的手机消费者购买决策过程影响因素研究 【中文摘要】近年来,随着我国经济的迅猛发展和科技的日新月异,我国移动通讯日益普及,作为信息时代的产物,手机已成为人们生活与工作的重要组成部分,创造了无线通讯市场的蓬勃商机。据统计,2010年前三季度,我国手机市场销量已经累计达到1.79亿部,庞大的数字显示,我国手机消费的加速普及使我国成为世界超大的手机需求市场。任何产品或服务其最终命运都要由消费者的购买决策来决定,目前,由于科技的进步,产品生命周期大大缩短,产品更新换代加快,加之企业营销手段不断创新,面对种类繁多的商品,消费者往往难以轻易做出购买决策；同时,随着生活水平的不断提高,消费者的消费观念和消费品位发生了很大的变化,消费者的思维也越来越难以捉摸,这在我国手机市场竞争日益激烈的情形下,对企业的生存和发展提出了更大的挑战。因此,研究手机消费者购买决策过程的影响因素,不仅有助于消费者提高自己的博弈水平和对所处消费环境的认知能力,做出更加明智的决策,而且可以为企业决策提供相关依据,有利于其更加有效的配置营销资源,真正做到以消费者为中心,进而提高企业的核心竞争力。本文首先回顾了消费者购买决策行为的相关研究,在对已有文献归纳总结的基础上,以认知视角为切入点,把手机消费者作为研究对象,结合EKB模型提出手机消费者购买决策过程影响因素的问题,考察其购买决策过程中问题认知、搜寻信息、方案评价选择、购买决策实施和购后行为五个阶段的关键影响因素,并给出了相关的研究框架和概念模型：然后通过实际问卷调查与数据收集,并运用探索性因子分析、结构方程模型、方差分析等方法,证明了手机消费者购买决策过程各阶段影响因素的存在,并对潜在因子进行了提取和验证,得到了一套精炼而较为全面的指标体系；最后,论文对本研究的结果做出总结,指出其所存在的局限性,并对未来可能的改进方向做出了展望。 【英文摘要】In recent years, with the rapid development of economy and the advancement 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抯 daily life and work, creating booming business opportunities in the wireless communications market. According to statistics, the first 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 purchase decision of consumers. At present, as the advancement of technology, the product life cycles has been 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 wide 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 g