The Effects of Relationship Marketing, Product Knowledge, Perceived Value and Repurchasing Intention–The Case of Touch Smart Phone

• Main Authors: Guan-Yuan Chen, 陳冠元
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/37255801388936459841

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 99 === With the advancement of technology, cell phones are no longer merely a tool for human communication since human has greatly reformed and improved the basic functions of cell phones. Touch-screen smart phones have been gradually replacing the roles of personal digital products such as camera, MP3, GPS, game gear, and notebook. It is worth investigating into the annual increase in the shipment volume of touch smart phones in the market. In order to understand the relationship marketing of touch smart phones and the purchasing attitude of phone users, this research conduct investigation relative to relationship marketing, product knowledge, perceived value, and repurchase intention. Quantitative research methods are adopted in this research with the Questionnaire Method used as the tool. Touch smart phone users in Zuoying District, Kaohsiung City, are treated as the subject, and the questionnaire method is conducted by means of Purposive Sampling. 300 copies of questionnaire are released and collected with 288 copies valid. The results found are as follow: 1. The demographic characteristics of touch-screen smart phone users reach significance level in relationship marketing. 2. The demographic characteristics of touch smart phone users reach significance level in product knowledge. 3. The demographic characteristics of touch smart phone users reach significance level in perceived value. 4. The demographic characteristics of touch smart phone users reach significance level in repurchase intention. 5. Relationship marketing has positive correlation with willingness of the demographic characteristics of touch smart phone users repurchase intention. 6. Product knowledge has positive correlation with willingness of the demographic characteristics of touch smart phone users repurchase intention. 7. Perceived value has positive correlation with willingness of the demographic characteristics of touch smart phone users repurchase intention.