导　　师： 贾建忠

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 手机因其时尚、潮流、方便快捷而倍受消费者青睐。在生活富裕的城市，人手拥有一部手机甚至同时拥有几部都是十分常见的事。近年来，农村经济发展迅速，2000年农村居民人均纯收入为2253元，到2012年，居民纯收入已达7917元。农村市场发展潜力巨大，于是，各式各样的手机产品迅速涌入这块拥有中国人口48.73/%的市场。然而，农村市场消费有其自身特点，手机进军农村市场不能照搬城镇模式。农村消费者购买手机受哪些因素影响，成为市场推广者尤为关心的话题。本文旨在通过探索影响消费者购买手机行为的关键因素，从而制定农村手机市场的营销策略，为手机进一步打入农村市场提供参考。 作者首先分析了国内外学者有关消费者行为、消费者行为影响因素，以及农村居民消费情况的文献资料，确定了基本的理论分析架构；然后在理论基础上直接走访农村市场进行探索性访谈调查，针对消费者购买手机时所涉及的因素进行调查，初步确定了影响因素的五个维度：个人条件、市场销售环境、消费者认知水平、消费者生活环境、产品特征等，从而制定了研究模型并提出研究假设，设计了调查问卷。之后作者随机选择了400位农村消费者进行了问卷调查访问，并收回有效问卷311份，样本量符合统计标准。 最后作者采用Excel、SPSS17.0软件对数据进行了描述性统计、信度和效度分析、方差分析、因子分析，回归分析，以验证各种影响因素对农村消费者购买手机产品的影响。 经过理论和实证的分析研究，发现农村消费者的认知水平普遍不高，但他们消费行为理性化，不盲目跟风，追求品质，讲究实在，有他们特有的消费特征。此外，产品特征、消费环境、个人条件、认知水平、生活环境等因素对农村消费者购买手机有显著性影响。要牢牢占领农村这一消费市场，就需要根据农村消费者的这些特点进行战略布署。 Telephones are valued by consumers because of their stylish, popular, and convenient. Incities with wealthy life, it is very common that every one has a mobile phone even whileseveral. In recent years, the economy in rural develops rapidly, in2000the per capita netincome of rural residents was2,253yuan, and the net income of the residents reached7,917yuan in2012. The rural market has great potential for development, so, a wide range ofmobile phones rapidly inflow into the piece that has48.73/%of the market of the Chinesepopulation. However, because the market consumption in rural areas has its owncharacteristics, the town market mode phone can t be copied when telephones go into therural market. It is particularly concerned by the marketers about the topic that which factorsinfluent rural consumers to buy the phone. This article aims to provide a reference byexploring the key factors that influence consumers to buy a mobile phone behavior, so as todevelop the marketing strategy of the mobile phone market in rural areas, and make referencefor mobile phones further into the rural market. At first, the author analyzes the domestic and foreign scholars literature on consumerbehavior, consumer behavior affect factors, as well as the rural residents' consumption, toform the basic theoretical analysis framework; then directly visits the rural market on thebasis of the theory for exploratory interviews when conducted a survey of the various factorsinvolved in the purchase of the phone for consumers, and initially identified five dimensionsof influencing factors: personal conditions, market environment, the level of consumerawareness, consumer living environment, product characteristics and so on. Then the researchmodel has been developed and a hypothesis has been proposed, and a questionnaire has beendesigned. After, the author randomly selected400rural consumers for questionnaires access,and recovered311valid questionnaires, which sample size meets statistical standards. Finally, the author uses Excel, the SPSS17.0software data to analyze data by descriptivestatistics, reliability and validity analysis, analysis of variance, factor analysis, regressionanalysis and so on, to verify the various impact factors on rural consumers buying mobilephone products. After the analysis of the theoretical and empirical research, the author found that the level of consumer awareness in rural areas is generally not high, and they are rationalconsumer behavior. They do not blindly follow the trend, pursure the quality, pay attention toits practical applicability, and have their specific consumer characteristics. In addition, factorssuch as product features, consumer environment, personal conditions, cognitive level, livingenvironment have significant impacts to rural consumers buying mobile phones. To firmlyoccupy the rural consumer market, the companies must make strategic deployment based onthese characteristics of rural consumers.

关 键 词： 农村 消费者行为 影响因素 手机

分 类 号： [C913.3]

领　　域： [经济管理] [社会学]