论文标题
该品牌在购买手机的决定中的效果
The effect of the brand in the decision to purchase the mobile phone a research on Y generation consumers
论文作者
论文摘要
该研究的目的是确定品牌对Y世代的购买决定的影响。为此，对去年购买了移动电话的231人进行了面对面的调查。这项研究是针对在哈兰大学职业高中工作的年轻院士和大学生进行的。使用AMOS和SPSS统计软件包程序使用结构方程建模分析收集的数据。根据研究的结果，品牌的声望，名称和可靠性对Y一代的购买决定有重大影响。品牌的价格，广告活动和技术服务也对该决定的影响较小。另一方面，生产手机品牌的地方以及他们对社会责任项目的重要性不会影响购买决定。
The aim of the study is to determine the effect of the brand on purchasing decision on generation Y. For this purpose, a face-to-face survey was conducted with 231 people in the Y age range who have purchased mobile phones in the last year. The study was conducted with young academicians and university students working in Harran University Vocational High Schools. The collected data were analysed with AMOS and SPSS statistical package programs using structural equation modelling. According to the results of the research, the prestige, name and reliability of the brand have a significant impact on the purchase decision of the Y generation. Price, advertising campaigns and technical services of the brand also affect this decision less. On the other hand, the place where mobile phone brands are produced and the importance they attach to social responsibility projects do not affect the purchasing decision.
