| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 98 === Along with the economic boom and global warming, air conditioners have already become indispensable products in Taiwan where approximately 86 air-conditioning brands is having a striving competition.
Advertisement promotion is the most commonly seen marketing strategy; however, this current research focused mainly on people’s “word-of-mouth” instead of the imprinted advertisement promotions before purchasing. Positive feedbacks were gained, and the importance of “word-of-mouth” was discovered in this research. The effect of “word-of-mouth” does retain better and higher customer loyalty than advertisement broadcasts; in a sense, “word-of mouth” serves as an efficient money saver in advertising for business entrepreneurs.
The purpose of this study was to explore consumer’s purchase behavior on the impact of “word-of-mouth” when buying Daikin air-conditioners. 556 questionnaires were collected, Likert scale was used as a statistical tool, and research questions concentrated on the following categories were analyzed: (1) the effectiveness of positive “word-of-mouth,” (2) the professionalism of the distributors, and (3) the interactions of “word-of-mouth” between the distributor and the receiver. As the results revealed, Daikin did have a higher “word-of-mouth” supported by its purchasers and a highly-recognized brand awareness among air-condition related products. This indicated that the influence of “word-of-mouth,” compared with those of media and advertisement promotion, did play a crucial role which matched with the goal of this current research.
The research provides an excellent model and reference for air-conditioner business distributors to set up future marketing plans. Under the help of this study, distributors in Taiwan will benefit from marketing, consumer communications, and consumer psychology discussed in various phases.
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