The Empirical Research On The University Students 3G Mobile Telephone Decision-Making In Purchasing Influencing Factor

With the issurance of 3G license by government, "The 3G Time" is coming. Compared with 2G, the most advantage of 3G is the abundant application of high broad band, which make people's work & lives more convenience. Right now,3G had been cognized by consumer, the related market had been warmed-up, so how to spread & extend 3G products has been the critical problem for society. However, domestic experts & scholars established the 3G products sale strategy most based on the point of enterprise, not on consumer's view. This paper launch on the angle of view of consumer, do the research about the spread & extend 3G products and provide the theory gist, which makes this research valuable.This article raises the main influential factors of consumer buying behavior and the hypothesis of research, based on the theories of domestic and foreign artieles. Then the theoretical concept model is established. Questionnaire is designed according to relative scale at home and abroad, and the empirical investigation is implemented. The samples of research are selected as consumer all circles in Chengdu.The pre-investigation is taken in order to make it sure that questionnaire is reliable and efficient, the relevant amendments are taken to make the questionnaire perfect. The formal investigation is implemented randomly and 400 questionnaires are sent out,335 of which are returned and 292 of them are valid. This study takes the statistic analysis of the investigation data by the software SPSS15.0. The author tests the models and assumptions by regression analysis, path analysis, independent samples t test and other methods of statistical analysis. Finally the author corrects the Model, gets conclusion, and established the 3G products sale strategy, in order to increase the sales achievement.This article gets the main conclusions as following:1) There are three main influential factors of consumer buying behavior of 3G products:personal, environment and brand. Thereinto, personal factor is the maximal influential factor, environment factor is secondly and brand is the last.2) In personal factor, the dominated earning of consumers is the chief influential factor, and the consumer personality is next.3) In environment factor, family is the chief influential factor.4) In brand factor, the credit standing of brand is the chief influential factor.