Research on the Influencing Factors of Mobile Phone Brand Selection and Purchase Intention among Chinese College Students

This study conducted an empirical investigation on mobile phone brand selection and purchase intention among Chinese college students.Through collecting 323 valid questionnaire data and conducting in-depth analysis using SPSS PRO software, the study revealed the status and influence of various mobile phone brands in the Chinese college student market.The research findings indicated that Huawei holds a leading position among Chinese college students, enjoying a high market share and strong purchase intention.Meanwhile, brands like OPPO and vivo are gradually enhancing their market positions.Empirical analysis demonstrated that both brand value and perceived value positively impact purchase intention, with perceived value serving as a mediator between the two.Additionally, Internet finance plays a moderating role between perceived value and purchase intention.These discoveries provide valuable market insights and marketing strategy guidance for mobile phone brands.