依據研究結果，對廠商在發展智慧型手機時及其行銷策略提出下列三項建議： 1. 注重產品屬性提升知覺品質以增加消費者購買意願 2. 推展產品知識提升知覺品質以增加消費者購買意願。 3. 提升服務品質及強化行銷策略。 The ways of communication and barriers of space among people have been greatly changed by latest telecommunication technologies. As consumers become increasingly reliant on mobile phones, highly-integrated and multi-functional smart phones become promising worldwide. The iPhone, one of the most popular smart phones, is taken as an pilot study of how much degree of perceived quality can be influenced by product knowledge, product characteristics and relative searching cost. Furthermore, the degree of how consumer’s willingness to buy for iPhone which are influenced by perceived quality is also analyzed. The author serves as an employee at a telecommunication company and takes working experience into account to propose marketing strategies for smart phone suppliers in the near future. The results of this study show that functions provided by iPhone and consumer’s usage experience of smart phones will influence consumer’s decision to buy iPhone. In addition, the influences of product knowledge and product attribute upon consumer’s perceived quality are shown to be significantly positive. Although the perceived quality is insignificantly influenced by searching cost, they are still correlated with each other. Finally, it is also found that consumer’s willingness is significantly influenced by perceived quality. According to the findings in this study, three kinds of marketing strategies for increasing consumer’s buying willingness are suggested to smart phone suppliers as follows: 1. Focus on product attributes in order to improve perceived quality 2. Promote product knowledge in order to improve perceived quality 3. Improve the quality of services and strengthen the marketing strategies
