Year: 2025
Type: article
Study design: Observational Study
Abstract: Consumption is both the starting point and ultimate driver of economic growth. Against the backdrop of invigorating domestic demand and intensified market competition, the importance of consumer behavior research has become increasingly prominent. Within this field, the POM model highlights the combined influence of Personal Perception (P), Others' Evaluation (O), and Marketing (M) on purchasing decisions. To explore the dynamic mechanisms of these influences, this study integrates Qualitative Comparative Analysis (QCA) with Generalized Structural Equation Modeling (GSEM), conducting empirical analyses using small-sample questionnaire data and large-sample e-commerce platform data, respectively. QCA results reveal three matching configurations in smartphone purchase decisions: rational decision-making type, brand-influenced type, and comprehensive consideration type. The GSEM regression further confirms the significant and nonlinear positive impact of personal perception on purchase behavior, while the direct effects of others' evaluation and corporate marketing are not statistically significant. The findings indicate that in generalized scenarios, consumers tend to rely more on their own information processing abilities, forming a rational decision-making dominant pattern. Based on this, it is recommended that companies optimize core product performance and enhance information accessibility pathways, while also exploring the synergistic effects between marketing strategies and user perception. This research offers new perspectives for both consumer behavior theory and practical application.
Authors: Chaojie Fan, Meng Gu, Bo Han, Junjie Peng, Xiaoling Zhang
Institution: Southeast University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410128228