| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 101 === The mobile communications technology has developed rapidly in recent years. Smart phones have been widely accepted and become a necessity in people’s life. Since the market of smart phone is competitive, high market share and pricing depend on how the manufacturers meet consumer's changing needs and respond to the development of new technologies. In the past, manufacturers had focused on the introduction of innovative technologies rather than on the consumers' behavioral intention. In this study, we use research methods such as consumer analysis and expert interviews to explore consumers’ intention of buying smart phones using their preference on operating system, application program, brand loyalty as the main factors. Combined with the suppliers of the market's perspective, this study also attempts to explore the relationship between consumers’ product awareness and their purchase intention. The results show that a significant positive correlation mong smart phone users’s self interest, reference groups, purchase intention, and brand experience, which are hypothesized to be the main factors to help build brand loyalty. Meanwhile, system openness and upgrade for the operating system preferences also have influences on consumers’ choice of smart phones. Efficiency and download rate are also significantly and positively correlated. Specific recommendations are given at the conclusion section for the future market development.
Keywords： Smart phone , Purchase intention, Behavioral intention , Operating system , Application program, Brand loyalty.
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