來源國國家形象及品牌形象影響消費者購買智慧型手機意願之研究 -以臺北地區國立大學學生為例

Abstract

近年來，智慧型手機產業蓬勃發展，根據資策會產業情報研究所調查目前全台灣約有917萬人持有智慧型手機， 2012智慧型手機全球銷售逾17.5億支，智慧手機市場總產值達 2,190 億美元之多，在全球資訊科技發展迅速與科技產品不斷創新下，行動通訊更是日漸普及，智慧型手機深深地影響人們生活，儼然成為生活與工作上不可或缺之必需品。 本研究主要探討台北地區國立大學生之智慧型手機購買意願，是否會受到來源國國家形象與品牌形象之影響。採用Howard-Sheth模式之消費者決策作為研究架構，以智慧型手機之消費者基本特徵、品牌來源國、產品屬性、購買動機、資訊來源、品牌形象、來源國國家形象作為投入變數。針對臺北地區國立大學生進行問卷調查，共蒐集492份有效問卷，將回收之問卷資料進行獨立樣本t檢定、卡方分析、單因子變異數分析、因素分析、雪費事後比較法與迴歸分析等方法進行統計分析。 研究結果顯示，(1)智慧型手機消費者在不同消費者基本特徵對於品牌來源國、產品屬性、購買動機、資訊來源、品牌形象、來源國國家形象變數上皆有顯著差異。(2)品牌形象對於購買意願有顯著影響。(3)來源國國家形象對購買意願有顯著影響。

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