随着移动终端的不断发展,消费者在购买移动终端时无疑面临各种困惑,因此如何为消费者提供各终端的性价比显得非常必要。运用层次分析法,对影响消费者购买移动终端的六要素价格、功能、品牌、性能、外观、用户感知进行了深层的分析和比较,并建立起移动终端质量评估模型,最后对该评估模型的应用进行了探讨。结果表明,该评估模型能够为消费者购买移动终端提供有效参考。 With the continuous development of mobile terminals, consumers are undoubtedly confronted with all kinds of puzzles when purchasing mobile terminals. Therefore, it is very necessary to provide consumers with the cost performance of each terminal. Using analytic hierarchy process, this paper deeply analyzes and compares the six factors that affect consumers’ purchase of mobile terminal, such as the price, function, brand, performance, appearance and user perception, and establishes the mobile terminal quality evaluation model. Finally, Application is discussed. The result shows that this evaluation model can provide an effective reference for consumers to purchase mobile terminals.