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The Study on the Factors of Influencing Consumer Postpurchase Behavior

Author: WangJunNan
Tutor: XuLiJuan
School: Beijing Jiaotong University
Course: Business management
Keywords: Purchase behavior Purchase behavior factors Value of the degree of realization Customer Satisfaction
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 412
Quote: 0
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Abstract


With the market competition to attract customers to shift focus from keeping customers , consumer purchase behavior more and more business managers and marketing scholars. Thus consumer purchase behavior is how to form and by the influence of the factors which has become the top priority of the present study . Currently on consumer purchase behavior influencing factors focused on customer satisfaction , many scholars believe that customer satisfaction is to determine the purchase behavior the only factor , but the real proof of satisfaction and post-purchase behavior is not an exact match , so the paper summarizes satisfaction on the basis of factors affecting purchase behavior continue to tap the deep-rooted factors in order to explain the essence of consumer purchase behavior formation . This paper summarizes the basis of results of previous studies , from two different levels of influence affecting consumer purchase behavior factors , the establishment of research models , through correlation analysis and regression analysis method, analyzes and discusses the impact on consumers' purchase behavior the mechanism of the process factors . This article first purchase behavior theory literature review , this paper defines the positive and negative post-purchase behavior type ; Then study consumer buying behavior and purchasing decisions on the basis of screening factors affecting purchase behavior summed up the fundamental factors, including product factors a product price, brand image, personal factors - expectations, perceived value , customer satisfaction , purchase the importance of environmental factors - related group evaluation , cost- competitive products , and based on customer value theory creatively put forward the influence consumers purchase behavior of the underlying factors - the value of the degree of realization ; impact mechanism established models and hypotheses ; based on the collected data, using analysis of variance, correlation and regression analysis, the model was validated , and to modify the model ; Finally, based on two levels factors that affect the basis of the analytical method , draw this conclusion , find out the determination of influence purchase behavior factors for the management practices for their constructive comments and suggestions.

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