為提供消費者更優質且更實用的產品，也期待能提供企業未來擬定行銷策略之方向參考，本研究將針對研究結果與產品行銷策略作一整理，期望未來能夠為企業與消費者帶來雙贏局面。 With the rapid development of mobile technology, the way how individuals communicate with each other has longer space limited. Wearable devices have been considered mainstream products in the future due to the fact that the market of highly integrated and multifunctional mobile phones is gradually saturated. Yet many consumers seem not to be familiar with wearable devices. In this research, Apple Watch, a strong brand awareness product, is selected as an example to examine how significant product knowledge, product attributes and searching cost will have impact on perceived quality respectively. Accordingly, the results will be further analyzed to determine whether consumers’ willingness to buy Apple Watch will be affected by perceived quality.
This research is conducted to help consumer select better and more practical products as well as provide enterprises with a piece of advice to formulate marketing strategies in the future. The study will manage and reorganize all the data collected, and look forward to achieving a “win-win situation” for both enterprises and consumers.
