The Empirical Research on Cell-phone Consumption Behavior Based on Means-End Chain Theory
How to keep the market share continuously expanding on the hotly competitive Chinese cell-phone market becomes the important target for all cell-phone manufacturers. As a young consumer group, College students have unique consumption characteristics; therefore it is essential to explore their consumption behaviors. This paper discusses how the Means-End Chain Theory can be applied to behavioral study of college students. Firstly we designed questionnaires to collect first-hand data for empirical research, then the Means-End Chain of cell-phone is interlinked on the base of analyzing attributes, consequences, values and the correlation between them by statistics software. Consequently purchasing motivation of college students is indicated for the development of cell-phone manufacturer.
means-end chain theory cell-phone consumption behavior college students
Xu Xiaohui Zhao Guoqiang
School of Business Administration, Shandong Institute of Business and Technology, Yantai,264005, China
国际会议
烟台
英文
1049-1052
2010-08-06（万方平台首次上网日期，不代表论文的发表时间）