| With the fast development of economics and market economic system, the competition between companies is getting stronger. In order to fit the change from sale’s market to buyer’s market, companies should not only focus on their own products, but also need to become customer-center. So that companies can get their own place on the market.In the theory of consumer behavior, consumer’s needs, prefers, purchasing behavior and habits are researched and consumers decision making processes are discussed. There are five steps in decision making process:needs recognize, information collection, target products evaluation purchasing decision and post-purchase behavior. With the deep research on purchasing decision making, researchers and managers understand the importance of post-purchasing behavior (PPB).Except some special products, with the consumption of products, consumers will continue purchasing behavior. For companies, new costumers usually contribute less. In some industry, new costumers even contribute nothing. On the contrary, with the growth of consumption period, the old consumers will contribute more and more. As the connection between two purchasing behavior, post-purchasing behavior is essential to keep loyal consumers. The relationship between sale and buyer should not be ended after purchasing. Many researchers pointed out, understand the post-behavior is more important than before and middle-purchasing behavior. It will help to find the essential reason of purchasing and to keep loyal customers.PPB is all the behavior which happens after purchasing. It includes products usage, comments, and complaints and continues purchasing. It divided in to positive ones and negative ones. Positive PPB includes repeat purchasing, positive comments and brand loyalty. Negative ones includes complaints and brand switch. The factors which can influence PPB include products factors, consumer factor and environmental factors.Many researchers have been done on PPB. Day and Bodur pointed out in1997that, the quality of products are highly related with PPB. Swan and Oliver found in1989that, different type of problem on different products will influence PPB.This paper wants to focus on the factor which influences PPB through research on lap-top. Focusing on lap-top and industrial characters, this paper pointed out that, the satisfactory of consumer will be influence PPB directly.Consumption H1a:product quality has positive efficiency to customer satisfaction.Consumption Hlb:brand image has positive efficiency to customer satisfaction.Consumption H1c:post-purchasing behavior has positive efficiency to customer satisfaction.Consumption H2a:customer satisfaction has an obvious relationship with postive PPB which means higher customer satisfaction can lead to postive PPB.Consumption H2b:related comments have an obvious relationship with postive PPB which means positive comments can lead to postive PPB.Consumption H3a:customer satisfaction has an obvious relationship with negative PPB which means lower customer satisfaction can lead to negative PPB.Consumption H3b:related comments have an obvious relationship with negative PPB which means negative related comments can lead to negative PPB.Consumption H4a:product quality has an obvious relationship with positive PPB.Consumption H4b:brand image has an obvious relationship with positive PPB.Consumption H4c:post-purchase services have an obvious relationship with positive PPB.Consumption H5a:product quality has an obvious relationship with negative PPB.Consumption H5a:brand image has an obvious relationship with negative PPB.Consumption H5a:post-purchase services have an obvious relationship with negative PPB.According to the relationship of products and efficiency, products character can be divided into product related character and non-related character. The product related character means components of characters and services requirements. It decides the character of products. Non-related character means some out factors which will not influence products directly. Some research pointed out, product related factors will influence consumer behavior directly. It means when the customer find the appearance, quality and usage of products can satisfy them, they will go on their purchasing behavior.Brand image can influence the PPB by satisfy customers evaluation and deeper needs. It will make loyal customers. Brand image is a out character of product quality, usage and function. When it can satisfy customers, it can lead to PPB. As a result, it is related with PPB.PPB is an essential part of an company. It can connect company and customers together. From some product like lap-top, when customers bought this product, the value of usage is switch from company to customers. However, the technology, repair methods and equipments are still handled by companies. It means that post-purchasing services is important to customers. good post-purchasing services will keep customers, help to build brand image and develop the business of company in a long period. It will keep a long memory and influence for customers.The negative moods will influence customers re-purchase and product usage. If customer feels unsatisfied, they will want the products in lower price. If customers feel extremely unsatisfied, they will not buy again; even ask for cancel the deal. Customers PPB include customers’complaints and oral activities. PPB of satisfy customer and unsatisfied ones are total different.Related group means directly and indirectly influencers. They can ba divided into three groups, main group, secondary group and desire group. Some research pointed, a person will fit their group’s requirement in purchasing process. Related group will influence purchasing behavior in the way of information, regulation and values. Customer needs to belong to some group. As a result, the related group will conduct customer PPB.Based on the consumption and former reseat, this paper do questionnaire and analyze the data, then make the conclusion. Based on reliability analyze, efficiency analyze and co-relation analyze, it is reasonable to get the conclusion.As a result, the direct factor to PPB is customer satisfaction and group comments. The most influenced factor to positive PPB is customer satisfaction and the negative one is group comments. After analyzing products quality, brand image and post-purchasing services, product quality is the most influenced one and post-purchasing services is the lest. On the other hand, in the indirect factors, product quality is the most influenced one in positive PPB. Post-purchasing services has no relationship with positive PPB. The product quality brand image and post-purchasing services has no relationship with negative PPB.This paper focus on the factors which will influence PPB and analyze the different level of factors. In that way, companies can understand the main factors of positive factors and promote positive PPB. At the same time, they can avoid negative ones.The new point of this paper is that it is based on the data of lap-top, combined with products characters and post-purchasing services to discuss the influence of customers’satisfaction. This paper thought, customer satisfaction is not the only direct issue. Group comments and customer satisfaction influence PPB together. Finally, this paper also gives some suggestion to the management of lap-top industry. |
PDF Full Text Request