Research On Polish Consumers’ Purchase Intentions Of Chinese Brand Mobile Phones And Its Influencing Factors

In 2020,the gross domestic product（GDP）of China was worth 1,159.86 billion yuan.The growth of China’s economic aggregate and technological level complement with each other.With the rapid development of Chinese brand mobile phones backed by China’s huge consumer market,Chinese brand mobile phones already go global to many developed countries in Europe and the United States.For Polish consumers,Chinese brand mobile phones are not unfamiliar.The US government’s suppression of Chinese Huawei enterprises indirectly increased Huawei’s mobile phone visibility in the global market,and the recent improving quality of Chinese brand mobile phones has increased their market share in Polish consumer market.This thesis uses empirical analysis and interviewmethods to study Polish consumers’ purchase intentions of Chinese brand mobile phones and its influencing factors.The relationship between Polish consumer’s purchasing behavior,the mediating role of Polish consumer’s purchasing intensions,the analysis of Chinese mobile phone brand attitudes and the moderating role of product sales channels elaborated the research hypothesis and proposed the theoretical model of the research.In the second part of research the author applied a questionnaire.The three parts of basic content,data collection and sample description explain the questionnaire design and empirical analysis.Then,through the reliability and validity analysis of the questionnaire,descriptive statistical analysis,correlation analysis,regression analysis,the mediation effect test of purchase intention and the adjustment effect analysis and the seven parts of interview analysis elaborate on statistical analysis and hypothesis testing.The results of the empirical analysis are: the perceived value of Chinese brand mobile phones has a positive effect on the purchase intention of Polish consumers,the purchase intention of Polish consumers has a positive effect on the purchase behavior of Polish consumers,and the purchase intention of Polish consumers is perceived by Chinese brand mobile phones.Part of the intermediary role between value and Polish consumer buying behavior,Chinese mobile phone brand attitude cannot play a moderating role between Polish consumer’s buying intention and Polish consumer’s buying behavior,Chinese mobile phone brand attitude plays a role in Polish consumer’s buying intention and Polish consumer’s buying behavior.There can be no moderating effect between consumer buying behaviors.This thesis concludes that the factors that have a greater impact on Polish consumers’ purchase of Chinese branded cell phones are cell phone brand awareness and reputation,cell phone brand after-sales service and cell phone quality;in addition,Chinese cell phone brands’ social responsibility commitment and respect for the local market also influence consumers’ purchase behavior.This thesis proposes some policy recommendations: improve the perceived value of Chinese smartphones and increase R＆D investment,promote consumers’ purchase intention and increase brand awareness from publicity,improve the product attitude of Chinese brand cell phones in Poland and actively assume social responsibility,and Broaden the sales channels in the Polish market and improve the cost performance of branded products,improve the perceived value of Chinese branded cell phones and develop independent operating systems for Chinese branded cell phones.