| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 98 === The significant growing adoption of smart-phone is concluded by the following factors: (1) low penetration in current marketing, (2) high amount of subsidies from the wireless mobile operators, (3) pricing erosion, (4) constructing high-speed wireless network, (5) abundant application software and (6) services. The dramatic growth of smart-phone shipments is resulted from the promotion of manufactures and wireless mobile enterprises. The purpose of this study is focused on exploring whether the functionality and the services of smart-phone meeting the expectation of users and are accepted by users or not? This study discussed the smart-phone high-growth, low-penetration in depth from the perspectives of technology acceptance model, innovation diffusion theory, and brand loyalty. The structural equation model is utilized to identify whether the smart-phone users’ product perception and brand preference impact users’ purchasing behavior or not? The goal of this study is to assist smart-phone manufacturers and wireless mobile enterprises in better meeting consumers’ expectations with respect to continuously improving products and marketing strategy so as to achieve the effective competitions.
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