The Effects Of Brand Relationships And Product Atrribute On Mobile Consumers' Post-Purchasing Behaviors

With economic development, mobile telephone has become important in daily life. However, the cellular phone market competition turns worse increasingly in our country, because of some international cellular phone factories entering. Therefore, it is of great practical significance to study the consumers' post-purchase behavior, which will help the enterprise to attract and retain more customers.According to 2008 phone consumer trends and product quality survey , more and more consumers replaced the mobile telephone, most consumers now use mobile phones is the third and fourth, what's more, the brand and quality of consumer mobile phones become the first choice factors. At the same time, the survey results also reflect that there is full of opportunities and challenges in the highly competitive mobile phone market. Brand relationship is the latest theories, more and more scholars pay attention to it, and a few scholars believe that brand relationship has effect on the consumers' post-purchase behavior. In the paper, brand relationship will be a new variable, compared to product relation attributes, then study on how they affect consumers' post-purchase behavior. At first, the paper summarizes the brand relationship quality, product relation attributes, customer value and consumers' post-purchase behavior. Based on the literature review, the paper put forward the assumptions, and collects data through questionnaire, then verifies and compares product relation attributes and brand relationship effect on the consumers' post-purchase behavior through SPSS 13.0, and empirical research. The final conclusions are as follows:(1) Both product relation attributes and brand relationship quality have effect on the consumers' post-purchase behavior. The cellular phone factory can manage their brand based on them.(2) Both product relation attributes and brand relationship quality have effect on the consumers' post-purchase behavior by the Customer value. So the company must pay attention to the Customer value when managing their brand. (3) In our country, the brand relationship quantity has more effect on the consumers' post-purchase behavior than product relation attributes. Therefore, while establishing brand, the company should notice the interactive with consumer, finally formate the intimate and stable brand relation.