Study And Psychological Evaluation Of College Students' 3G Mobile Phone Oriented By The Theory Of Self-Worth Orientation

3G mobile phones as a new generation of mobile communication terminals have a advantage in content and data transmission which the traditional phone can not matches. 3G mobile phones is very broad on market prospect. 3G mobile phones has kept a considerable amount in colleges. Meanwhile, as the main consumers of future society, college students have a considerably high level of knowledge and acceptance of technology products. So, making an analysis of this group and discovering its potential demand will have a practical significance on the positioning of development of 3G mobile phones and marketing.Human beings are so logic that they will intend to search for one kind of value when doing everything. The theory of self-worth orientation has made a very good explaination of the relation between humans'attitude and behaviors from the perspective of self value. Through introducing this theory, this paper explored the impact of self-worth situation on customers'behaviors, which has a great meaning for the industrial design and marketing ideas which considers people-oriented, customer-centered and enhancing the customers'value as their target.Considering 3G mobile phones as its research objects, this paper targeted university students as the research group. Based on the theory of self-worth orientation, psychological evaluation and technology accepted models, this paper investigated and analyzed the mobile phone usage and lifestyle of current college students and meanwhile made a research on the self-worth situation of students, with the purpose of exploring the students'3G mobile phone marketing and design demands under the context of self-worth orientation.Based on the desktop research , this paper used two complementary methods of depth interview and survey. The first method is a qualitative research which mainly grasp the lifestyle, personal character, self-worth situation and its nodes associated with the mobile phones of targeted consumer groups multi-faceted and get the first-hand sensitive materials. The second method is a quantitative research which investigates the use of product and attitude index of consumers with the help of original survey of consumer psychology. This paper has collected the consumer attitude data, which result to a preliminary grasp of the real situation of students'3G mobile phone consumption market (including the actual state of use, satisfaction ,value appeal and so on. ) in order to provide the 3G mobile phone consumption market with more proposals on the aspects of design and marketing and also laid a foundation for the further study.Through research, we can see that the situation of self-worth consumers and their consumption behavior is more closely linked, self-worth consumers are directed to its role in consumer behavior, characterized by high self-esteem are more value oriented products to consumers the positive effects, such as usefulness, ease of use, full of sensory experiences and so on, for the negative effects of products such as perceived risk is not very concerned about; low self-worth is more care about the products'weak points .They often consider the negative effect of turning a blind eye to the advantages of the product. Potential negative effects of products will have an influence on their decision of making for a very good buy. In product marketing, Enterprises can make precision marketing to different types of consumers in order to avoid disadvantages.