Study on the Mechanism of Mobile Phone Brand Preference Switching based on the Push-Pull-Mooring Framework

Abstract

Against the background that the smartphone market is shifting from incremental expansion to stock based competition, consumers' brand preference switching has become an important issue affecting user retention, market share, and brand competitiveness of mobile phone enterprises. Drawing on the Push Pull Mooring framework, this paper analyzes the influencing factors and mechanism of mobile phone brand preference switching in the context of digital and intelligent consumption. The study argues that brand satisfaction and brand quality constitute the push factors that drive consumers away from their original brands; brand promotion, brand competitiveness, country of origin, price performance ratio, and brand awareness constitute the pull factors that attract consumers to alternative brands; and brand uniqueness constitutes an important mooring factor affecting whether consumers actually switch brands. The findings provide references for mobile phone enterprises to optimize brand positioning, enhance user loyalty, and carry out refined user operations.