Classification of Data Encoding

Encoding Value

Example Sentence

Influence Fator

Social factor

Influence of Others

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4,strongly agree = 5

I think it’s ok because many of my friends choose this brand.

Popularity

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4,strongly agree = 5

Cell phones are the most welcomed products worldwide, for instance.

Herd Mentality

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4,strongly agree = 5

My friends like to keep an eye on these brands and their views naturally influence me.

Brand Image

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4,strongly agree = 5

Apple and Samsung are well received by Chinese consumers.

Patriotism

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4,strongly agree = 5

Although I like foreign telephone brands a little bit, I would like to support homemade brands.

Personal Factor

Comfort

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4,strongly agree = 5

This cell phone will get hot after a period of usage and crash sometimes, which annoys me and casts a chill over me.

Personal Preference

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

I choose telephone brands based on my preference and my understanding.

Consuming Capacity

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

Price is the primary consideration for us college students. We can’t afford an expensive phone on our own and we don’t want to place extra burden on our parents as well.

Individual Demand

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

We prefer to use phone for photographing than camera on our trip. It is very convenient for us and the phone with high pixel resolution is very important.

Personal Experience

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

I have been using Xiaomi cellphone given by my friend, and it’s great. Some classmates think OPPO cellphones are also pretty good.

Telephone Factor

Practicability

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

I think it is a relatively practical product.

Appearance Design

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

It is a nice design and well received by our young people.

Cost Performance

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

In my opinion, cost performance shall be the most consideration for us, as telephone is a fast-moving consumer good.

Operation Speed

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

Samsung is featured by reliable technologies, and iPhone runs fast.

Quality of Telephone

strongly disagree = 1, disagree = 2,

neutral = 3, agree = 4, strongly agree = 5

Cell phone is supposed to function for a long time. It sounds irrational if the user has to replace his/her cell phone shortly after the purchase.