| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 96 === Recently, mobile phone’s technology industry is developed quickly that first generation mobile phone systems until third generation mobile phone systems which it provide with video function, become necessary communication tools in life. Facing with variety mobile phone products, customers will data mining before they purchase the product, and choose to adopt with their need product. At enterprise aspect, it will adopt marketing strategy to search the target customers. This research focuses on that how to pass unity message with integrated marketing communication, reduce promotion cost and contact customers quickly.
The research object that purchased mobile phone experience, and use convenient sampling, and provide 350 questionnaires that 333 questionnaires are valid. Using statistics analysis to understand customers purchase hobby and the effect of IMC that increase brand awareness and perceived value. The structural equation modeling can prove every hypothesis. The result can provide enterprise to adopt different marketing strategy.
The result can obtain: (1) IMC increase awareness strategic can effects on brand awareness. (2) IMC increase perceived valued strategic can effects on perceived valued. (3) The mobile phone awareness does have significant effects on perceived valued. (4) Perceived valued does have significant effects on purchase intention. (5) The mobile phone awareness does have significant effects on purchase intention.
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