| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 93 === Abstract
From Yang Tzu Ping（2004）『Exploration of Business Strategies of Mobile Phone Industry in Taiwan』, it found that the Taiwanese mobile phone have transformed from offering the pure OEM to engaging in development, design, and branding. Thus, how the Taiwanese mobile phone industry to make better in development, design, and branding is popular subjects of debate. To the customers, there is a risk perception when they purchased mobile phone with short product-life, high uncertainty, and much and complex functions. However, about mobile phone to make a comprehensive survey of past research, they most used lifestyle, production attribute as discrimination variables. The effects of consumer complaint behavior have not been noticed by the researchers as much as lifestyle and risk perception. This research hopes to understand lifestyle, risk perception and consumer complaint behavior to the university students of mobile phone customers. They can provide the Taiwan mobile phone industry draw close to consumer's to demand in the product design and foundation of the mobile phone industry formulation marketing strategy.
This research has adopted many references about lifestyle, risk perception and consumer complaint behavior in order to establish the framework of this research. The study is based on the questionnaire survey guided by the theoretical framework developed from archive research. The mobile phone customers from TUNGHAI UNIVERSITY were singled out as the samples. The statistical techniques applied are reliability analysis and validity analysis, descriptive analysis, factor analysis, canonical correlation analysis, correlation analysis, and covariance structure analysis.
Keywords: lifestyle, risk perception, consumer complaint behavior, mobile phone
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