Research On The Influence Of Product Attributes Of Smartphone On Consumer 's Behavior Intention

According to the statistics of well-known market research firm IDC (International Data Corporation):in 2013, the global smart phone market shipments reached a record 1.01 billion for the first time, an increase of 38% compared with 2012, and the global smart phone has sold more than 2 times the computer. The world has officially entered the mobile Internet era. Smartphone has already penetrated into every corner of our lives, on the one hand, technology advances make smart phones more powerful feature set, people can use the phone to realize many functions; on the other hand, a great wealth of application software provide a convenient of our lives, to enhance the fun of our lives. However, the smart phone is constantly enriched and changed our lives and also bring our thinking, Smartphone product property characteristics itself may have impact on consumer behavior intention, Which product attributes consumers are most concerned about and needs? These need to be confirmed by our research.In this paper, we choose the user of smart phone as samples, collected data through a questionnaire. Combined with the status quo of China’s smart phone smart phone industry, we would sort out the characteristics of the product attributes. Imitate the view of Voss, we divide the smart phone product attributes are as utilitarian property and hedonic property, using the related concepts subdivision of perceived ease of use and perceived usefulness in technology acceptance model. We propose the model and research hypothesis of product attributes effect for consumer behavior intention. Then, using software of SPSS 17.0, LISREAL8.7 to handle the collected data for statistical analysis. Verify the affection path for consumer behavior from the perspective of the product itself, confirming the intermediary role of customer value. The results show that:the four dimensions of product attributes perceived ease of use, perceived usefulness, entertainment and aesthetics have a positive impact on consumer intentions, customer value plays partially mediated in the relationship of product attributes on consumer behavior intention.This paper presents a study of 22 research hypotheses, and confirmed 20 hypothesis. Therefore, this study is not only to deepen the content of the theory of consumer behavior, but also propose a new direction to study consumer behavior from the perspective. At the same time, in practice, this study has a strong reference for the smart phone brands to generate strategy of production and marketing. Related businesses can increase research efforts focus on property features which consumers are concerned in seek balance between utilitarian and hedonic. Producing product that consumer accept and love. So as to gradually form a consumer brand loyalty and positive behavior, create a competitive advantage, and promote progress and development.