Towards the Propensity of Consumer’s Brand Selection: A Case of Mobile Phone

摘要：

This paper has conducted a case study on the propensity of brand selection for univ ersity students in mobile phone market. Ut ilizing the data obtained from the first hand investigation, the authors have proposed six hypotheses initially, and then testified their validity employing St ructural Equation Model (SEM). Our findings tell that, the target university students decision of purchasing or repurchasing mobile phone depends on the products function, identity, style and advertisement. We expect our findings and recommendations could be helpful to corresponding manufacturer and outlet operators.

关键词： propensity of brand selection mobile phone market SEM

作者: Yan Ming Zeng Wenjia

作者单位: School of Management, Wuhan University of Technology, Wuhan, P.R.China, 430070 KEDA(MAS) Industrial School of Management, Wuhan University of Technology, Wuhan, P.R.China, 430070

会议类型: 国际会议

会议名称: 4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 1467-1471

在线出版日期: 2009-08-22（万方平台首次上网日期，不代表论文的发表时间）