| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班 === 98 === Consumers’ demand of smart phone in the near future would increase greatly and now, companies in different industries take it as their new business. This study is to find out the key factor of consumers’ demand on smart phone product function, brand image, perceived quality and purchase intention in order to provide suggestions to those in smart phone business management.
This study probes into the relationship among product function, brand image, perceived quality and purchase intention of smart phone from the view of customer and the expert. The research methodology focuses on the questionnaire, both documental and online format, randomly collect 406 effective results from consumers from areas in Taiwan. The ways of analysis include factor analysis, credibility analysis, regression analysis, t Test, ANOVA, MANOVA and discriminate analysis that in depth discussion with consumers and the expert is also included to know those customer demand that couldn’t be found out from statistical analysis above.
The study outcomes are(1)Elements in the three aspects of product function, brand image and perceived quality influence most on the purchase intention of smart phone and it has the less effect when only those in product function are considered.(2)Consumers think smart phone brand image is unique and interesting, however, the brand image would rise purchase intention when it is trustworthy of quality commitment and impressive to consumers.(3)In general, consumers take smart phone as a kind of expensive commodity, but, more than half of those belong to consumers of high degree purchase intention.(4)Consumers are not willing to pay more for smart phone of higher brand reputation or more functions but for those of better quality.
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