基于CHINA-VALS的手机消费者购买行为影响因素研究  

The influence factors of values and lifestyle on mobile phone purchasing behavior of consumers

作　　者：徐向玲[1] 任利成[1] 徐广东[1] 

机构地区：[1]太原科技大学经济管理学院,山西太原030024

出　　处：《科技与管理》2011年第2期90-95,共6页Science-Technology and Management

摘　　要：基于CHINA-VALS量表分析生活形态和价值观对中国手机购买者的影响。以调查数据为基础,运用因子分析、聚类分析法划分出谨慎消费型、时尚自我型、现实居家型和理智消费型4类消费者细分市场,对人口因素和产品购买意愿进行卡方检验分析,得出了不同价值观和生活形态细分市场的消费者在年龄、文化程度、职业和平均月可支配收入4个方面以及产品购买意愿方面有显著差异的结论,最后对细分市场进行了交叉分析,并给出基于客户消费行为市场细分的营销建议。In this paper, based on CHINA-VALS scale,we analyze the influence of the values and lifestyle on Chinese mobile phone buyers. On the basis of the survey data, through factor analysis and K-means cluster analysis,this paper divides consumers into four groups ：careful ,fashionable ,family-loving, and rational. Next,we study the demographic factors and analyze purchasing intention using chi-square tests,and draw a conclusion that values and lifestyles of different segments of consumers are quite different in age,educational level,occupation,the average monthly disposable income,and purchasing intention. Finally,we do cross analysis on the market segments and give some marketing suggestions of consumer behavior-based market segmentation.

关 键 词：CHINA-VALS 细分市场 手机 消费行为 

分 类 号：F723[经济管理—市场营销]