產(chǎn)品屬性和品牌關(guān)系對手機消費者購后行為的影響研究

1、西南交通大學(xué)碩士學(xué)位論文產(chǎn)品屬性和品牌關(guān)系對手機消費者購后行為的影響研究姓名：張亞齡申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：范莉莉20081101囂南交通大學(xué)碩士研究生畢業(yè)論文第ll頁l__●I________I___●___●一IIIIHm___I___一ABSTRACTWitheconomicdevelopment，mobiletelephonehasbecomeimportantindailylifeHoweverthecell

2、ularphonemarketcompetitionturnsworseincreasinglyinourcountrybecauseofsomeinternationalcellularphonefactoriesenteringTherefore，itisofgreatpracticalsignificancetostudytheconsumers’postpurchasebehaviorwhichwillhelptheenterp

3、risetoattractandretainmorecustomers。Accordingto2008phoneconsumertrendsandproductqualitysurvey，moreandmoreconsumersreplacedthemobiletelephone，mostconsumersnowusemobilephonesiSthethirdandfourth，what’Smore，thebrandandqualit

4、yofconsumermobilephonesbecomethefirstchoicefactorsAtthesametime，thesurveyresultsalsoreflectthatthereisfullofopportunitiesandchallengesinthehighlycompetitivemobile曲onemarketBrandrelmionshipisthelatesttheoriesmoreandmoresc

5、holarspayattentiontoit，andafewscholarsbelievethatbrandrelationshiphaseffectontheconsumers’postpurchasebehaviorInthepaperbrandrelmionshipwillbeanewvariable，comparedtoproductrelationattributes，thenstudyonhowtheyaffectconsu

6、mers’postpurchasebehaviorAtfirst，thepapersummarizesthebrandrelationshipqualityproductrelationattributes，customervalueandconsumers’postpurchasebehaviorBasedOntheliteraturereviewthepaperputforwardtheassumptions，andcollects

7、datathroughquestionnaire，thenverifiesandcomparesproductrelationattributesandbrandrelationshipeffectontheconsumers，postpurchasebehaviorthroughSPSS130，andempiricalresearch。Thefinalconclusionsareasfollows：(1)Bothproductrela

8、tionattributesandbrandrelationshipqualityhaveeffectontheconsumers’post—purchasebehaviorThecellularphonefactoryCanmanaget11eirbrandbasedonthem，(2)Bothproductrelationattributesandbrandrelationshipqualityhaveeffectonthecons