|題名: ||領導風格對品牌及消費者購買意願的影響 : 以Apple為例|
|其他題名: ||Study of leadership style, brand, and comsumer behaviour : Apple|
|作者: ||吳佩諭;Wu, Pei-Yu|
|關鍵詞: ||賈伯斯;魅力型領導;品牌形象;品牌依附;品牌忠誠度;消費者購買意願;Apple;Steve Jobs;Charisma leadership style;Brand;Consumer Behavior;Apple|
|上傳時間: ||2015-05-04 09:46:05 (UTC+8)|
Upon the economic and technological maturation that are constantly in a competitive nature due to product homogeneity, consumers’ trend transitions from rationality to perceptions and sensibility when in purchasing. Thereby, brand image marketing strategy epitomizes as an essential part of the competition. Aspects that trigger consumers’ purchase intention such as, the image of the brand, country of origin, and discount strategy etc. are now globalized by Apple. Waiting in line while countless shoppers crowding inside the retail has been Apple’s representing image and tradition. While some praised Apple as a symbol of religious belief, many others perceived as an appeal of characteristics and preference. The factors, which personify Apple as the leading brand in electronics industry such as the performance of hardware, the user-friendliness of applications and software, and the uniqueness of designs, are packaged by Apple founder and leader Steve Jobs, who risked in both his health and time to proliferate his innovative ideas to the world. Thereby, we conduct an explorative study on the correlations associating Apple’s leadership characteristics, brand overview and consumers’ purchase intention.
Our research method uses random sampling study design to question our participants, total of 700 were given and 602 surveys were returned (86%). This research data collection is based on the implementation of descriptive statistics, Pearson’s correlation, and regression in SPSS statistical package to discuss in-depth analysis.
This research, demonstrated by the data results to conclude, suggests the following: First, charisma and leadership style showed a positive and significant effect on consumers’ purchase intention. As consumers establish more recognition to Apple brand’s charisma and leadership, their purchase intention will increase. Second, charisma and leadership style conveys a positive and significant effect on brand. Third, brand has shown a positive significance on consumers’ purchase intention. And finally, brand has shown a mediating effect between charisma and leadership style, and consumers’ purchase intention.