标题: 来源国国家形象及品牌形象影响消费者购买智慧型手机意愿之研究 -以台北地区国立大学学生为例
The Study of the Influence of Country-of-Origin Image and Brand Image on Smart Phone Purchase Intention :The Case of National University’s Students in Taipei Area.
作者: 陳昱竹
Chen,Yu-Chu
陳光華
Chen,Guang-Hua
經營管理研究所
关键字: 来源国国家形象;品牌形象;购买意愿;智慧型手机;Country-of-origin image;Brand image;Purchase intention;Smart phone
公开日期: 2013
摘要: 近年来,智慧型手机产业蓬勃发展,根据资策会产业情报研究所调查目前全台湾约有917万人持有智慧型手机, 2012智慧型手机全球销售逾17.5亿支,智慧手机市场总产值达 2,190 亿美元之多,在全球资讯科技发展迅速与科技产品不断创新下,行动通讯更是日渐普及,智慧型手机深深地影响人们生活,俨然成为生活与工作上不可或缺之必需品。
本研究主要探讨台北地区国立大学生之智慧型手机购买意愿,是否会受到来源国国家形象与品牌形象之影响。采用Howard-Sheth模式之消费者决策作为研究架构,以智慧型手机之消费者基本特征、品牌来源国、产品属性、购买动机、资讯来源、品牌形象、来源国国家形象作为投入变数。针对台北地区国立大学生进行问卷调查,共搜集492份有效问卷,将回收之问卷资料进行独立样本t检定、卡方分析、单因子变异数分析、因素分析、雪费事后比较法与回归分析等方法进行统计分析。
研究结果显示,(1)智慧型手机消费者在不同消费者基本特征对于品牌来源国、产品属性、购买动机、资讯来源、品牌形象、来源国国家形象变数上皆有显着差异。(2)品牌形象对于购买意愿有显着影响。(3)来源国国家形象对购买意愿有显着影响。
The smart phones industry has developed rapidly in recent years. According to MIC investigation, Over than 9.17 million people has a smartphone in Taiwan. Worldwide mobile phone sales to end users totaled 1.75 billion units in 2012. The gross output value of smart phones industry is more than 2,190 billion U.S. dollars. With the rapid advanced of global information technology development and continuous innovation of technology product, mobile communication has become popular gradually. Not only smartphone affects most human life but also become an indispensable necessity in people’s life and work.
The main purpose of this research is to discuss smart phones purchase intention of national university’s students in Taipei Area, the influence of country-of-origin image and brand image for the purchase intention. The research framework of this thesis is based on consumer decision process of Howard-Sheth model. Demographic factors, brand country of origin, product attributes of smart phone, purchase motivation, information sources, brand image and country-of-origin image are used as independent variables. The samples taken were college students who owned smartphone and studied at national university in Taipei area. The valid questionnaires of this study were 492 copies. These are then statistically processed by Independent t-test Sampling, Person’s chi-squared test, One-way ANOVA, Factor analysis, Scheffe′ method and Regression Analysis.
Results demonstraed that (1)The difference in demographic variables of smart phones consumers between brand country of origin, product attributes evaluation criteria, purchase motivation, information sources, brand image and country-of-origin image are significant.(2)The brand image has positive influence on customer’s purchase intention.(3)The country-of-origin image has positive influence on customer’s purchase intention
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070153706
http://hdl.handle.net/11536/73783
显示于类别:Thesis