An Investigation Of University Students' Purchasing Behavior Of Mobile Telephones

Mobile telephones have been the essential communication tools for peoples with the improvement of Chinese economy and people's standard of living. According to the statistics of Ministry of Information Industry of the People's Republic of China in January of 2006, there are already 398,799,000 consumers using mobile telephones, and the popularization rate is already 30.3 sets in one hundred persons, however, the popularization rate of mobile telephone is higher in university students. It is obvious that university students are special mobile telephone consumers, among whom there is an important market segment. Mobile telephone companies don't want to lose this important market segment because of fierce competition among them, but most of companies don't understand this market well and comprehend little about university students'purchasing behavior of mobile telephones. Meanwhile, in China there are few researches about purchasing behavior of mobile telephones that isn't discussed in the articles published in Chinese core magazines now.The values of consumers determine their attitudes and behaviors (Kamakura&Novak,1992). So we shouldn't ignore the relation between values and consumer behavior if we want to understand consumers'needs and wants. Means-end chain theory is an available model to understand consumers'product knowledge, and it is also the most representative theory discussing the relation between consumer behavior and values. Internationally speaking, the analysis about consumer behavior using means-end chain theory is mature. But the research and application of means-end chain theory is fewer in China, specially lacking of...