Analysis Of Influencing Factors Of Mobilephones' Purchasing Among College Students In Chang-Zhu-Tan District

This study adopted a self-complied "questionnaire on mobile phone purchasing of college students" , and put out 720 questionnaires in 7 universities in Chang-Zhu-Tan District, and took back 676 effective ones. By means of SPSS 13. 0, this study used Principal Components Method to make Exploratory Factor Analysis (EFA) and got principal factors which influence college students' psychology and behaviors in mobile phone purchasing. On the basis of EFA, Confirmatory Factor Analysis (CFA) was made. 620 questionnaires were put out in those previous mentioned universities and 554 effective ones were taken back. LISREL 8. 50 is adopted to make CFA to evaluate the validity of the scale. Meanwhile , based on demographic characteristics, mean difference analyses are presented. The results showed that:1. There are eight factors influencing college students' psychology and behaviors in mobile phone purchasing, including fashion, price, external design, brand, service, companions' advice, functions and human-based (humanization) design.2. On the basis of EFA, Confirmatory Factor Analysis (CFA) was made. The result shows that the total goodness of fit was acceptable.3. There is no significant difference from the point of grade; from the point of sex, male students required more on function and humanized design than female ones ; as for specialty, Arts students wanted more instruction opinions among companions; from the housing residency, college students from urban areas attach more importance to fashion and external design, while students from rural areas considered more on brand and its culture; higher earned family students had more demands for fashion, external design and function than those from lower earned families, who focued more on brand and its value which can enhance their self-worth instead.