Research On Influence Factors Of Purchase Decision-making Process Of Mobile Phone Consumers From A Cognitive Perspective

In recent years, with the rapid development of economy and the advancement of technology, the mobile communications is increasing popular in china, mobile phone, as the product of information era, has become an important part of people's daily life and work, creating booming business opportunities in the wireless communications market. According to statistics, the first three quarters of 2010, the sales of mobile phone has reached 179 million in china, this huge figure shows that the rapid popularity of mobile phone consumption makes our country to be the huge consumers market of mobile phones.The ultimate fate of any product or service will be decided by the purchase decision of consumers. At present, as the advancement of technology, the product life cycles has been shorted greatly, the upgrading of products has been speeded up, coupled with innovation of marketing methods, consumers are often difficult to make purchasing decisions when they face a wide range of dazzling commodities. At the same time, with the continuous improvement of standard of living, the consumers' consumption ideas and taste have greatly changed, their thought is more and more unpredictable, which is a greater challenge for the survival and development of the enterprises in the increasingly competitive mobile phone market. Therefore, on the one hand, research on the influence factors of the mobile phone consumers'procedure of consumer purchasing decision-making helps the consumers improve their game level and the cognitive ability of their consumer environment to make more informed decisions, On the other hand, it can provide the basis for enterprises to make decisions allocating marketing resources more effectively, and to improve their core competitiveness by means of considering the consumer as the major resource.This paper firstly reviewed available literatures about consumer decision-making behavior, based on the induction and summarization of these literatures, this paper is started on the point of cognitive perspective and considering the mobile phone consumers as research subjects, integrating with the model of EKB, this paper proposed the influence factors through the procedure of mobile phone consumer purchasing decision-making and gives the relevant research framework and conceptual framework to analyze the main influence factors in the five stages including confirming need, searching information, evaluating project, deciding purchase and post-purchase through the procedure of consumer purchasing decision-making. Secondly, through questionnaire survey and data collection, we use exploratory factor analysis, structural equation modeling, anova and other methods to prove the existence of influence factors through the procedure of consumer purchasing decision-making and extract latent factors, then get a condensed and relatively comprehensive indices system; Finally, this paper concludes the research achievements, points out its limitation and gives some advices for the future studies in this field.