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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/111158

    Title: 知覺價格、知覺品質、使用滿意度與顧客再購意願關係之研究 : 華碩智慧型手機為例
    Other Titles: A study of perceived price, perceived quality and user satisfaction related to repurchase intention : the ASUS smart phone as example
    Authors: 賴伯思;Lai, Bo-Sih
    Contributors: 淡江大學資訊管理學系碩士在職專班
    Keywords: 智慧型手機;知覺價格;使用滿意度;知覺品質;再購意願;Smartphone;perceived price;Use Satisfaction;Perceived Quality;Repurchase Intention
    Date: 2016
    Issue Date: 2017-08-24 23:45:26 (UTC+8)
    Abstract: 2015年智慧型手機已進入「量平價跌」的成熟期,造就平價手機已成為全球新寵兒,華碩近二年在智慧型手機方面已建立「低價高性價比」的企業形象,但在台灣銷售量仍未達滿意的銷售成績,在全球更是未擠進前十名,如何讓智慧型手機在國內及國際上發光發熱已成為華碩所面臨的最大挑戰。本研究採用問卷調查法蒐集有效問卷256份,透過價格、滿意度及品質等構面,以使用過華碩智慧型手機的台灣消費者為對象,採用PLS進行資料分析,探討其台灣消費者再購買華碩智慧型手機的意願。

    In 2015, the smartphone entered the mature stage of “stable volume and falling price”, which resulted in the affordable phone becoming the new star globally. Asus has built the corporate image of “low price and high cost-effectiveness” in the field of smartphone in recent years. However, its sales volume in Taiwan still fails to achieve the satisfactory sales performance, and it is still out of the global list of Top Ten. How to make the smartphone shining home and abroad becomes the greatest challenge faced by Asus. The study adopts questionnaire survey to collect 256 valid copies in total. From the dimensions of price, satisfaction and quality, it takes the Taiwan consumers who have ever used Asus smartphone as the subjects, to conduct data analysis with PLS. It aims to explore intention of consumers in Taiwan to re-purchase Asus smartphone.

    The study results show the users of Asus smartphone generally think the prices, usage satisfaction and quality are all the reasons for the consumer to re-purchase. Wherein, the perceived quality is the major dimension for the consumers to re-purchase Asus smartphone, under which “easy-to-understand interface”, “a variety of software applications” and “provision of quick repair service” are the major reasons for purchase. They generally agree on “low system stability” of Asus smartphone. In the future, Asus should focus on improving quality. High perceived quality will affect the customer satisfaction and further influence the customer loyalty and re-purchase intention. In terms of price, it should make price strategy to expand more diversified channels. Finally, Asus should also develop relate new models and software applications for females exclusively, which will help to achieve sustainable corporate operation.
    Appears in Collections:[資訊管理學系暨研究所] 學位論文

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