Abstract
Contemporarily, the domestic social economy has been rapidly developed and promoted, and the competition in the smartphone market has continued to intensify. As a relatively independent consumer group, college students’ consumption decisions are influenced by factors (e.g., price and brand). The article analyzes the online questionnaire survey of college students based on SPSS software and finds the factors that affect college students' mobile phone purchase intention (including brand, price, parameters, appearance and after-sales service). Therefore, it is suggested that domestic mobile phone brands should carry out marketing from four aspects: developing cost-effective and uniquely attractive models, marketing and promotion to enhance brand awareness, good after-sales service to enhance brand reputation, and a combination of online and offline diversified channel strategies. These results shed light on guiding further exploration of smart phone consumer behavior.
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