品牌權益對顧客購買智慧型手機決策影響之研究 －以大台北地區消費者為例

Abstract

由於資訊科技的發展與網際網路的普遍，資訊科技產品的運用有日益漸增的趨勢。其中，自2007年以來Apple的iphone問世，已經在電子消費市場大大的改寫了紀錄，許多公司也開始開發並推陳出新各式各樣的智慧型手機。根據數據顯示，許多消費者會優先選擇購買智慧型手機取代傳統的功能型手機。因此，智慧型手機的市場潛力無窮。然而，由於消費者的購買決策過程十分複雜，智慧型手機為高涉入性的產品，消費者購入時會考量許多因素，不同特性的消費者所重視的產品屬性也有差異。本研究希望了解購買智慧型手機的消費者行為，以及消費者注重哪些產品屬性會較易有購買決策，以及品牌權益是否會影響消費者的購買決策。

本研究的研究架構，以消費者購買決策過程中的Howard-Sheth model為基礎。這項研究的主要目的是討論智慧型手機的消費者行為。使用網路線上問卷調查的方法，以了解擁有智慧型手機的消費者的購買實態。同時，研究結果也顯示出不同人口統計變數對於購買智慧型手機有顯著差異。另外，以多元迴歸分析結果也發現重視手機品牌、手機外部硬體、品牌知名度與品牌聯想的消費者較易有購買決策行為。

With the high development of the standard of technology and the internet time approaching, the application of consumer electronics product has been changed a lot with combination of these new technology, especially, after Apple released their epoch-making product, iPhone, at 2007.After that, there are more and more company that get in to develop all kinds of Smartphone for this market.

Research findings indicate that many consumers will take Smartphone into consideration as their top priority when they would like to replace the old ones. Therefore, there is no doubt that the business potential of Smartphone is growing and this is a promising market. The goal of this research is to discover how consumer awareness of brand equity has an influence on their purchase behavior through the consumer behavior research of Smartphone.

The research structure of this thesis is based on the consumer decision process of Howard-Sheth model. The main purpose of this research is to discuss about the consumer behavior of Smartphone. With the method of using online questionnaire survey, we can understand the purchase reality of users who own Smartphone. Meanwhile, the results show that difference in demographic variables of Smartphone users between purchase reality variables, purchasing motivations, information sources, product attributes evaluations criteria, and brand equity are significant. Therefore, we could make a conclusion that brand equity do have influence on consumer intention to buy smartphone.