Mechanism Research Of Marketing Mix's Influence On Consumers' First Time Purchase Intention

Profit earning capability ultimately guarantees companies' survivorship and development. The profit earning capability is based on the accumulative customer basic. Customer acquisition is not only the precondition of customer basic but also more difficult and costly. Then how to attract new customers with marketing mix? To answer this question, scholars need to explore the mechanism of the marketing mix's influence on consumers' first time purchase intention. This task is not only very important in practice but also very novel in theories.To this ends, this paper endeavors to build and testify the mechanism model of marketing mix's influence on consumers' first time purchase intention. First, by reviewing theory of purchase behavior mode, the paper proposes that marketing mix influences first time purchase intention via a "Black Box". Second, by reviewing researches on antecedents of purchase intention, the paper finds out three pivotal antecedents variables, and then discusses the relationship among them as well as their relationship with first time purchase intention. Third, by discussing the marketing mix's influence on first time purchase decision-making process, the paper proposes hypothesises and then builds empirical model.The paper collects data in mobile telephone industry, and then analyses it with SEM software LISREL. Resurts indicate: 1) Perceived value is the most direct antecedent of first time purchase intention, both of the other two antecedents perform via perceived value;2) The three antecedents perform as three mediators whose mediation effects are all significant;and the three influence routes for marketing mix are all robust;moreover, they are not unaided but crosswise. 3) The marketing strategies' influence weights on consumers' first time purchase decision-making are quite distinct.Innovation in this paper includes: 1) Exploring and testifing three major antecedents of first time purchase intention as well as the relationship among them;2) Constructing and testifing three routs for marketing mix's influence on consumers' first time purchase intention;3) Calculating and comparing the influence weights of typical marketing strategies.