A Study On The Antecedents Of Customers' Mobile Terminal Choice In The Mobile Internet Era

In the mobile Internet era, one of the most important keys is the development of the mobile internet terminal. With the rapid development of the mobile internet, the pattern of the mobile phone is changing. In addition to the existing mobile phone manufacturers, the software companies, Internet companies and even operators, which make the mobile Internet as an important strategic plan,are turning force to enter the mobile Internet mobile phone market. In the competitive market, only through understanding customers'demands, competitors can make useful marketing strategy, and realize the goals in the market competition.This paper is analyzed from the angle of consumer behavior, and based on customer perceived value model. Based on the factors influencing on consumer choosing mobile Internet mobile terminal, such as "commodity characteristics", "consumer experience", "perceived risk", "path dependence", and according to the relationship between them, the model of consumer choice mobile Internet mobile terminal is constructed. This paper also made the customer behavior survey and collecting the questionnaires. According to the data, the reliability and validity is analysised, and the validity of the model is demonstrated.Study concluded that the factors involved in this model based on their effect to purchase intention, and the order is "perceptive value", "commodity characteristics", "perceived risk" and "path dependence". The related marketing suggestion is presented according to the conclution.