Factors Influencing the Purchase Decision of Smartphone Consumers Under Online Shopping: Case of Huawei as an Example
Online shopping is an important way for China residents to consume. The purposes of this article are to (1) explore the influence of different value factors on the perceived conditions and reputation of Huawei smartphone network consumers; (2) explore the influence of Huawei smartphone network consumers' perceived conditions and reputation on their purchase decisions; and (3) provide targeted strategic suggestions for smartphone manufacturers and consumers. We used quantitative research methods and computer statistical analysis software to analyze the data of 413 valid questionnaires. The results revealed that (1) on the issue of affecting Huawei's smartphone network consumer perception (conditional perception, word-of-mouth perception): the functional value, emotional value, cognitive value, and social value of smartphones have a significant positive impact on conditional perception and word-of-mouth perception; (2) on the issue of affecting Huawei's smartphone network consumer perception conditions and word-of-mouth perception on their purchasing decisions: conditional perception and word-of-mouth perception of smartphones have a significant positive impact on online consumer purchasing decisions; (3) on the issue of providing targeted recommendations, suggestions include manufacturers strengthening the online dissemination of smartphone value elements, rational selection of smartphones that can fully demonstrate value by online consumers, and strengthening cognitive perception and word-of-mouth perception.
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