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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/77386


    Title: 商務市場選購智慧型手機的行為研究 : 以臺北都會區的商務人士為研究對象
    Other Titles: A study of smart phone purchase behaviors in non-commercial marketing」base on business people to buy in Taipei metro area
    Authors: 周子堯;Chou, Tze-Yao
    Contributors: 淡江大學管理科學學系企業經營碩士在職專班
    楊維楨
    Keywords: 智慧型手機;行銷策略;消費者決策理論模型;Smart phone;Marketing strategy;Consumer Design Model
    Date: 2012
    Issue Date: 2012-06-21 06:38:46 (UTC+8)
    Abstract:  本研究主要目的是要探討商務人士對於智慧型手機的偏好,透過消費者決策理論模型,以台北都會區的商務人士作為研究的對象,來深入探討智慧型手機的買家認知與購買意願的關聯性。

    從研究看出,影響消費者購買智慧型手機意願,在有用性、易用性、外型、享樂方面,其關聯性是呈現正向顯著;而對於知名度、群體參考的變數,對於影響購買意願則是沒有顯著的影響;對於價格來說,與購買意願呈現負相關。
    This study that was to explore the business men’s preferences for selecting smart phones. Based on the consumer decision theory models, we could find the
    relationship between the business men and their concern for smart phone in Taipei area.

    For this study, the consumer has positive willingness in usefulness,the ease of use,appearance,pleasure-seeking;the consumer Willingness hasn’t correlation with reputation also with reference group; the consumer has negative between willingness to prices.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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