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来源:百度知道 编辑:UC知道 时间:2024/05/29 20:18:08
大学生消费群体是一个特殊的群体,无收入,但消费前卫、时尚。手机近年来在高校里的普及,导致现在学者都在关注这个特殊群体的购买行为。本文在对相关文献树立和人员深度访谈的基础上,经过严谨的理论推到,构建了大学生手机购买行为影响因素的模型,并以湖南省长沙市的大学生为样本,对模型假设进行了验证。研究发现,手机的销售环境、外形功能、价格、品牌、售后服务是影响大学生手机购买的主要因素。据此,本文分别从这五个方面提出了相关营销策略的建议。

关键词: 大学生,购买行为,影响因素,实证研究

Consumer groups of university students are a special group, with no income, but consumer avant-garde, fashion. In recent years, mobile phone penetration in college, now scholars have led to concern in this special group of purchase. In this paper, the relevant documentation to establish and staff-depth interviews on the basis of carefully pushed the theory that college students built a mobile phone purchases factors affecting the model, and in Changsha City in Hunan Province to the university students as a sample, the model assumptions were verified. Study found that mobile phone sales environment, shape features, price, brand, mobile phone service is affected students to buy a major factor. Accordingly, this paper were made in five aspects related to marketing strategy recommendations.

Key words: college students, purchase, influencing factors, empirical research

Consumer groups of university students are a special group, with no income, but consumer avant-garde,