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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/110949

    题名: Word of mouth, system service, green consciousness, brand impression and user purchasing analysis for reused iPhone market
    其它题名: 口碑行銷、系統服務、綠色意識和品牌形象對使用者購買意願分析 : 以iPhone手機二手市場為例
    作者: 林亞竺;Lin, Ya-Chu
    贡献者: 淡江大學管理科學學系碩士班
    曹銳勤;Tsaur, Ruey-Chyn
    关键词: 品牌形象;綠色意識;系統服務;口碑行銷;二手手機市場;Smartphone;Brand impression;Green conscious;Word of Mouth;System service
    日期: 2016
    上传时间: 2017-08-24 23:40:06 (UTC+8)
    摘要: 因科技快速的改革和消費者夠行為改變、導致新產品生命週期快速縮短,而企業們為了爭強自己的競爭優勢,也不斷的推出新產品來滿足顧客,直接造成廢棄手機數量攀升,間接地發現也有人以低價再轉售二手手機。
    Rapid technology innovation has vastly shortened new product lifecycles and causes changes in consumers’ purchasing behavior. To maintain their competitive advantages, most companies try to come out with new and innovative functions for their products so as to satisfy the ever-changing appetites of consumers. These actions increase the obsolescence rates of older generation smartphones. We believe that refurbished smartphones can be reused and sold in the secondary market to ensure a sustainable environment. Using both theoretical and empirical methods, we conducted a purchasing analysis of the iPhone secondary market using brand impression, word of mouth marketing, green consciousness, and system service as factors. This study utilized AMOS software to analyze 400 16-item questionnaires that use a 5-point Likert scale. Results obtained showed that brand impression, word of mouth marketing, green consciousness and system service significantly affect consumers’ willingness to purchase. We suggest that sellers should use internet, media and word of mouth to stimulate consumers’ desire to purchase.
    显示于类别:[管理科學學系暨研究所] 學位論文


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