The Study Of Influencing Factors Of Computer Purchase Of College Students

With the rapid development of the Chinese economy, the computer market of China has a great development potential in future. But because of the keen competition among all the computer manufactures, the student computer market has become a new focus for all the computer manufactures and research institutes.On base of consumption attitude models in consumer behavior theory and literature review, this paper explored the influencing factors of computer purchase of college students. After collecting first-hand data through the way of questionnaire investigation and factor analysis using statistic software SPSS 10.0, eight influencing factors were found, which were aftersales service factor, green and environmental protection factor, performance factor, brand factor, exterior designment factor, promotion factor, retailer factor and price factor. Among all these influencing factors, green and environmental protection factor is a new one influencing computer purchase behavior of college students. Moreover, relative importance of all these factors was analyzed in this paper, and the result shows that aftersales service factor and green and environmental protection factor are the most important factors, and price factor and brand factor, relatively the least important.At last, on base of study conclusion, relevant suggestions were put forward for computer manufactures to exploit computer market of college students and to work out marketing strategy. Especially, green and environmental protection factor was including into the marketing strategy, which is most important for computer manufactures to exploit computer market of college students. Also, this paper pointed out the limitations of study and study directions in future, that is to say, as an exploratory study, this paper can't include all the influencing factors, and maybe there exist some other influencing factors, which will be the study direction in future.