Influential Factor Analysis of Consumer Price Tolerance in Mobile Phone Industry
Abstract: This paper mainly analyzed the influence factors of consumer prices on the cell phone market. Through the literature review and investigation and expert interview, this paper probed into the impact of the customers’ purchasing behavior and consumer psychology of some key factors on cell phone market, includ- ing customer satisfaction, attitudinal brand loyalty, brand parity etc. totally seven factors. This article estab- lished a conceptual model by summarizing of these influence factors. The empirical results show that brand parity and customer satisfaction have a negative effect to consumer price tolerance, attitudinal brand loyalty, conversion barriers and conspicuous consumption psychology have positive effect to price tolerance. Finally, the author presented the corresponding conclusion and management advice.
文章引用: 李纯青 , 李立 , 田敏 , 朱治安 (2012) 手机行业消费者价格忍耐力影响因素研究。 现代市场营销， 2， 1-6. doi: 10.12677/mom.2012.21001
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