Research On The Influence Mechanism Of Consumer Perceived Value On Mobile Phone Brand Choice

With the rapid development of mobile Internet and modern information technology,mobile phone has gradually become a necessity in people's daily life and work.Different from the era of material scarcity,the saturation of supply market leads to the serious phenomenon of commodity homogenization,and the main position of buyers and sellers in the market has changed.Buyer's unique demand and brand perception broke a dominant oligopoly.In this case,mobile phone products gradually to the product itself deeper brand value.How each big mobile phone brand has the unique core competitive advantage,stands in the industry high ground to win the market;the customer firm will to the brand choice becomes our attention focus.Based on this,this paper takes the perceived value of consumers as the starting point,discusses the influence and law of consumer perceived value on brand choice in the existing market,in order to provide some theoretical reference and practical direction for brand management of enterprises.Based on this qualitative analysis,this paper divides consumer perceived value into three dimensions: functional value,emotional value and social value,and explores the relationship model and research hypothesis based on brand relationship and brand identity as intermediary variables.This paper studies the influence direction of each element of consumer perceived value on brand choice,and what intermediary role the two intermediary variables of brand relationship and brand identity play in consumer perceived value and brand choice.Through the collation and summary of the literature,draw lessons from some of the more mature scales,and on this basis according to the research object of this paper to make appropriate changes to form this paper's pre-survey questionnaire,through the initial test and modification of this questionnaire.Finally become the formal questionnaire of this paper.This article takes the smartphone brand as the research object,To collect data in the form of a questionnaire distributed through a web platform,Then the SPSS24.0 and AMOS24.0 software were used to analyze the data collected by sample descriptive statistics,reliability statistics,validity statistics,correlation analysis and structural data equation model analysis.The final conclusion:1.Perceived value has no direct positive effect on brand selection;2.perceived value has direct positive influence on brand relationship;3.part of perceived value has a direct positive impact on brand identity;4.brand relationship has direct positive influence on brand identity;5.brand relationship has direct positive influence on brand selection;6.brand identity has a direct positive impact on brand choice;7.brand relationship has an intermediary role between consumer perceived value and brand choice,In which functional and emotional values play a full intermediary role.Part of the intermediary role in social value;8.brand identity plays an intermediary role between consumer perceived value and brand choice,There is no mediating role in functional value,As a complete mediator of emotional value,Play a part of the intermediary role in social value.Finally,based on the theory and research results,some enlightenment and management suggestions are put forward,And from the research object,sample population,research model variables and other aspects of the shortcomings of this paper and the future research prospects.