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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105158

    Title: 品牌創新的聯想與口碑對智慧型手機購買意圖影響之研究 : 以滿意、信任為中介變數
    Other Titles: A study of the effect of brand innovation and word-of-mouth on purchase intention for smart phone : the mediating effect of satisfaction and trust
    Authors: 王鶴潔;Wang, Ho-Chieh
    Contributors: 淡江大學國際企業學系碩士班
    張俊惠;Chang, Chun-Hui
    Keywords: 智慧型手機;品牌創新;口碑;滿意;信任;購買意圖;Brand Innovation;Word-of-Mouth;satisfaction;Trust;Purchase Intention
    Date: 2015
    Issue Date: 2016-01-22 14:49:11 (UTC+8)
    Abstract: 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。
    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。
    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.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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