A Study Of Consumers' Brand Switching Behavior Under Dynamic Competitive Environment

With the fierce competition of enterprises, consumers'brand switching behavior is getting more and more frequent. The increasing brand switching behavior has caused a great loss to many enterprises. How to reduce consumers'brand switching behavior and improve consumers'brand loyalty becomes an urgent problem that should to be solved. At present, research in this area is mainly on brand loyalty. However, the opposite of brand loyalty-brand switching behavior has been paid little attention. Scholars who study brand switching behavior at present mainly focus on the factors affecting brand switching behavior, but research on brand switching behavior process is neglected. Based on this, this subject has great practical and theoretical value. By identifying the factors affecting brand switching under dynamic competitive environment and establishing the process of brand switching, The purpose of this research is to provide foundation for enterprises to reduce brand switching behavior.In this thesis a combination of normative res earch and empirical study is applied, qualitative research and quantitative research method are also cross-applied. Specifically, based on theoretical deduction after collecting, sorting and analyzing the literature, this thesis proposes the basic path of brand switching, discusses the factors affecting switching idea and the factors moderating the basic path of brand switching, then a conceptual model of consumers'brand switching process under dynamic competitive environment is built. On the basis of theoretical analysis and small sample test, this study surveys consumers' cellphone brand switching by questionnaire. This study tests and revises the theoretical models and hypothesis by exploratory factor analysis, confirmatory factor analysis, structural equation model and hierarchical regression analysis. This thesis reaches some conclusions as following:firstly Brand switching experiences a conversion process from switching idea to switching intention then to switching behavior; secondly, the pursuit of change, the overall competition and strategic interaction induce the switching idea. Arrayed by the impact on the switching idea, from big to small, these factors are in this order:strategic interaction, the pursuit of change, the overall competition; thirdly, the more benefit the consummers get in switching, the more easily the switching idea will turn into switching intention; fourthly, the more attractive of the competion is, the worse impression consummers will have towards the brand which they used before; finally, the inferior brand impression will directly have a impact on the switching idea.