An Application of Structural Equation Modeling in Pricing Strategy for Smartphones

• Main Author: 莊翰昇
• Other Authors: 郭修暐
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/56208965926410140893

碩士 === 逢甲大學 === 工業工程與系統管理學系 === 101 === Pricing strategy is an important issue in the product development management. To set up a customer acceptable and competitive pricing strategy leads the success of product development. However, general enterprises establish the pricing strategy just with reference to the prices of bench marketing products. Few enterprises investigate the insight affecting factors of price. This research addresses the approach of Structural Equation Modeling (SEM) to develop a price model for booming sale smartphones on the current market. According to the logic of SEM, this study first collects the data from customer questionnaires. Then, AMOS, software of SEM, is used to analysis the data and to calculate the regression coefficients of each factor. Finally, a price model is created based on the methodology of SEM. The price model may provide the important references to establish the pricing strategy for new smartphones.