基于产品技术性能感知价值的手机品牌来源国效应分析-analysis of the country-of-origin effect of mobile phone brands based on the perceived value of product technical performance.docxVIP

优秀毕业论文 精品参考文献资料 Abstract Along with enhancement of consumer knowledge level and information transparency of Internet age, consumer perception and evaluation of the product technology performance has became an important influence factor for domestic and foreign brands preference. The country-of-origin effect is an important theory of domestic and foreign brands preference research, which is bound to have a great significance on consumer perception and evaluation of the product technology performance. This paper hoped that this study could provide some useful thinking for the construction of domestic mobile phone brands. In collating and summarizing of the related literature, this study reviewed the customer perceived value and country-of-origin effect research. For customer perceived value, this study sorted out the definition of perceived value and perceived value model and focused on the research results of dimension model; For country-of-origin effect, this study sorted out the definition and influence factors of country-of-origin effect. Then the status quo of the current mobile phone market and the products was carried on the comparison and analysis, including major brands proportion of market share and brands awareness and mobile phone products detailed technical performance contrast, which provided the fact basis for the later analysis of the theory. After this, combining the actual situation of mobile phone products, mobile phone technology perceived value dimension was defined, and combining with the research content, the influence factors of the country-of-origin effect were selected and integrated. On this basis, through the analysis, the hypothesis was put forward, the hypothesis model was established. Through the questionnaire, this study used SPSS16.0 software for empirical research. Samples come from college students. Through correlation analysis and regression analysis, the theoretical model was verified. At last, the empirical results were discussed