The Relationship Between Buying Motives And Behavior Of High-End Smartphone Users

Smartphones are divided into three levels, high-end smartphone, mid-range smartphone and low-end smartphone. In recent years, high-end smartphone market has developed rapidly, the proportion of high-end smartphone market share is increasing. Enterprises, both an opportunity and a challenge, how to attract more potential customers, and stimulate them to buy high-end smartphones has become a challenge. This paper studies the high-end smartphone users buying motives and intention to buy how to influence behavior, and through data analysis, to provide recommendations on the marketing strategy for mobile phone operators.In this study, the technology acceptance model as the basic framework of this study model, comprehensive advantages of other models build. The alternatingquantitiesof this paper were the initial variable, intermediary and output variables. Initial variable formed by the high-end smartphone users buying motives, mediating variables formed by the intention to buy, the output variable formed by the buying behavior of the high-end smartphone users.With valid questionnaire filled up by133high-end smartphone users, we collected the desired data for analysis. The results indicate that hypotheses advanced in the thesis mainly withstand.The findings include:1. High-end smartphone users buying motives include:self-hedonic motivation, the pursuit of quality motivation, instrumental motivation, self-motivation, conspicuous motivation, social motivation and herd motivation.2. Self-hedonic motivation, the pursuit of quality motivation, instrumental motivation, self-motivation, conspicuous motivation, social motivation and herd motivation have positive effect on buying intention. Self-hedonic motivation, the pursuit of quality motivation, self-motivation social motivation and herd motivation have positive effect on buying frequency. Conspicuous motivation and herd motivation have positive effect on buying smartphone quantity. Self-hedonic motivation and social motivation have positive effect on buying spending. Buying intent has positive effect on buying frequency and buying smartphone quantity. Buying intent for the buying spending is not significant.