The Construction Of Consumers Purchase Threshold Function

Exchange is the core point of the marketing, that is, satisfying consumers’demand through exchanging. In the21st century, the perspective of marketing widely focused on the consumer. In the research of consumer behavior, scholars pay more attention to reduce the cost of enterprise and to achieve more sales volume and increase profits at the same time. The changing of consumers’demand, the development of consumers’ comprehensive evaluation of purchasing threw out a challenge for enterprise.Based on this background, this paper combs the customer value theory and consumer behavior theory. In the research of customer value theory, most scholars believe that customer value is the consumers’weighing of to the gains and loss. Based on customer value theory, the existing researches combine it with customer satisfaction and customer loyalty. Though these studies have introduced the concept of competition, few scholors make direct evaluation of competitor and the elements they have considered are relatively less. Especially, the influence of Brand loyalty, cognitive differences, barriers to purchase is merely mentioned. In terms of consumer behavior, there are many consumer behavior patterns and different influential elements of purchase decision, but in the context of the specific research, a widely used framework is lacked.Through generalizing related conference of the two aspects mentioned above and considering relatively full-scaled elements, based on the framework of4P’s, this study lead in the concept of threshold to construct the function. The function accordings to the related theory, five dimensions are proposed:appliance, benefits, convenience, conviction and barriers to purchase. On this basis, this study discuss and set the consumers purchase threshold function F(AB)=f(A)-f(B), to make a comparison of two competitive products which are in the same time. Thereinto, f(x)=paΦa(appliance)+phΦb (benefits)+pcΦc(convenience)+pdΦd(conviction)+peΦe(barriers). The division thresholds from the detailed view, the f (x) is Because there are too many limens of the threshold function, this study confirm the dimensions of the threshold by using mobile products as example. And assign the weight of dimensions of the high-end mobile products (Apple and Samsung) function by using customer weighting method.In this study, use of the survey data which is1035respondents from mobile phone consumers in Hangzhou, to do the reliability and validity analysis and the confirmatory factor analysis. On the basis of combing customer value evaluation methods and studies on thresholds, the proposed purchase of various dimensions threshold function to verify and adjust the questionnaire to finalize the purchase of the five dimensions of the threshold functions——appliance, benefits, convenience, conviction and barriers and the third indicators. On this basis, all indexes above, this study will take high-end mobile phone consumers in Hangzhou as the investigation object.And assign the weight of dimensions of after the importance of evaluation from the consumers by using customer weighting method.Purchase threshold function by weighting each dimension seen in the high-end mobile phones (Apple and Samsung) purchased within the threshold limit, consumers orderly turn attention to appliance, conviction, benefits, barriers and convenience.