The questionnaire survey method is adopted in this article to analyze the psychological factors influencing college students’ consumption of mobile phone in west China, and the relationship between the college students’ individual characteristic and the factors what they consider when they choose the mobile phone. Through the exploration, the influencing factors include the social attribute, the coherence, the novelty, and the reliability. Relative data are used to establish the NN model. By this model, the psychological prices of different types of mobile phone in college students could be distinguished, so manufactures could improve the products and implement the drumbeating based on that.
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