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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/32067

    Title: A study on effect of life style on product involvement and brand equity : a case of mobile phone in Taiwan
    Other Titles: 消費者生活型態對產品涉入程度與品牌權益影響之研究 : 以台灣地區行動電話為例
    消費者生活型態對產品涉入程度與品牌權益影響之研究 : 以臺灣地區行動電話為例
    Authors: 陳怡玟;Chen, Yi-wen
    Contributors: 淡江大學國際商學碩士在職專班
    鮑世亨;Pao, Shih-hen
    Keywords: 生活型態;產品涉入;品牌權益;Life Style;Product Involvement;Brand Equity
    Date: 2006
    Issue Date: 2010-01-11 01:37:13 (UTC+8)
    Abstract: 在消費者行為中,消費者類型決定了購買決策之涉入程度與品牌權益認知,而決定消費者類型的因素,依據「消費者行為學」之理論,有地理性、心理性與人口統計學因素,其中心理性因素中,主要乃是受到消費者生活型態之影響,成為界定消費者類型中,最重要的一個因素。本研究乃是希望透過研究生活型態與人口統計變數之因素,區分出消費者類型,進而探討消費者購買決策中的影響因子,能夠提供制定行銷策略與建議時,重要的參考依據之一。

    In purchase behavior, the level of product involvement and the perception of brand equity are decided by consumers. They differ from different consumer categories influenced by geographic, demographic and psychographic factors. Life style could be considered as the most important factor which affects the formation of consumer categories. From research on effects of life style on involvement and brand equity, we can easily discover consumers’ life attitude and purchase habit, and understand our customers more. It is important for organizations when they try to make marketing strategies without wasting any resources.

    This study is going to research consumer behavior of mobile phone in Taiwan market, and convenience sampling is utilized to gather related information. According to research goal and research hypotheses, Factor Analysis, Cluster Analysis, ANOVA Analysis, Analysis of Cross Tabulations, Scale Reliability Analysis, and Chi-Square Test are used.

    The research findings are below:
    1. Different consumer categories lead to different consumer behavior. Same products with different consumer categories would be perceived in different ways.
    2. Life style has a significant impact on product involvement, and life style has a significant impact on brand equity. And “Stylish life style” has a higher level of product involvement and perception of brand equity than other groups of life style.
    3. Demographic variables have a significant impact on product involvement, and demographic variables have a significant impact on brand equity. And “Gender” is the most important variable which influences the level of product involvement and perception of brand equity than other demographic variables.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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