The Research Of College Students Risk Cognition Mode Of The Domestic Mobile Phone

Based on the macro-social background that the native mobile telephone market has an ardent competition, the rate of the native brand mobile telephone is falling gradually and it isn't a resistible one when compared with overseas. We choose the college students as our research customer, which is the leading consumer of consumptive mode. We apply deep interview, questionnaire investigation, relativity analysis, comparison analysis methods, factor analysis and principal components synthetically to study the theoretic about the factors, which brought in the college students's buying mobile telephone, so to find the risk factors in they decision-making when they buying domestic brand. And to bring forward the model about risk cognize, which may be become a reference when the domestic corporation instituting a design decision-making.Based on the native and foreign research fruit, the thesis connected the risk-component approach,aim at the consumption psychology about college students, to carry through deeply research. Based on the existing theory model, and using component analyses method to choose 30 factors in the back quantitative analysis. Based on the qualitative analysis, confirming the research factors which brought in the college students perceive in the domestic and foreign brands, and combining the 30 factors to spreading the positive research. Firstly using the questionnaire to choose interviewee and then using the interview script to talk with the interviewee. By doing this, we want to find out the influencing factors in doing the decision-making when they buying mobile telephones, at last, we design the risk cognize questionnaire to start quantificational research, and then, analyse brand cognize factors from two different angles—decision-making influencing factors and brand cognize factors. In order to find the primary influencing factors in college students's buying mobile telephone, finally, to build the risk cognize model in buying mobile telephone about college students. In order to offer the basic in the future research, which may be become a reference when the domestic corporation instituting a design decision-making.