智慧型手機已成為現代人每日不可或缺的ㄧ項產品，然而在台灣此一高滲透率的智慧型手機市場，加上來自不同國家的品牌眾多，彼此競爭激烈，因此企業該如何脫穎而出，贏得消費者的青睞，乃是值得探究的議題。據此本研究將針對台灣智慧型手機市場，消費者對於智慧型手機品牌的相關消費行為進行探討。 本研究目的在探討消費者知覺到的品牌創新聯想與口碑是否會對其購買意圖有正向的影響，以及消費者對智慧型手機品牌的購買意圖形成過程中，滿意及信任所扮演的關鍵角色為何。 本研究使用SPSS18.0版及LISREL8.7版作為本研究之資料分析工具。 透過結構方程模式分析以驗證本研究假說，得出以下結論: 一、 在台灣智慧型手機市場中，消費者知覺到的品牌創新聯想對消費者購買智慧型手機的意圖存在顯著影響效果，但口碑並不會顯著影響消費者對智慧型手機的購買意圖。 二、 在台灣智慧型手機市場，消費者購買意圖形成過程中，滿意及信任確實扮演關鍵的中介角色。 最後，依據本研究結論提出的研究發現，建議台灣業者可以營造品牌的領導性、獨特性及感染力的氛圍來使消費者知覺到該品牌具有創新性，並透過滿意度的調查，隨時掌握品牌是否有符合消費者的期望，以持續維持顧客滿意，來提升消費者對智慧型手機的購買意圖。 Nowadays, the smart phone has become a necessary in people’s lives. However, such a high penetration of smart phone market and has many different brand from other counties, fierce competition with each other. It is worth to research how the smart phone business stands out in the crow to win over consumers’ preferences. The study will be conducted pursuant to investigate consumer behavior for brand of smart phone related to the Taiwan market. The purpose of this study is to investigate brand of smart phone for the brand innovation and the word-of-mouth whether they would have a positive impact on consumer purchase intention or not. The satisfaction and trust are playing an important intermediary role. This study used SPSS 18.0 and LISREL 8.7 were employed as the data analysis software. There are two findings from the research: (1) In smart phone market in Taiwan, the brand innovation has significant impact on purchase intention, but the word-of-mouth has not significant impact on purchase intention. (2) In smart phone market in Taiwan, the satisfaction and the trust have mediation effect.
According to the above findings, some suggestions have been recommended to provide the firms developing marketing strategies. First, the firm should build their brand image as a leader, make it uniqueness, and inspired their brand in order to create consumer’s perceived innovation. Second, through the satisfacation survey, the firm can know whether the brand is consistent with consumer’s expectation and maintain consumer’s staisfactation or not, so that the firm can increase the possibilities of purchase intention.