| 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 === ABSTRACT
With the advance of technology, means of communications has been transforming. Nowaday business people in the field are engaging in designing the smartphone and offer a variety of options to attract customers. However, how cell phone sellers foster new ideas and makes the selling appeal stand out from others in a highly competitive electronic market needs more a close attention, either practically or academically.
The present study aimed at comparing the cultural differences between customers in Taiwan and those in Malaysia regarding their perception about the smartphone, and also investigated how people across countries perceive a brand image, brand loyalty, and their perceived value reflecting on brand loyalty as well. The data are designed in a form of questionnaires, conducted, and collected in Taiwan and Malaysia, and the findings of this study can serve as a guideline for those who may and are planning to develop a business in Malaysia.
The result of the study reveals that customers in Taiwan and Malaysia reach a congruent agreement on “individualism” and “power distance” in terms of the five domains of national culture, yet customers across countries display different opinions in the other three domains, which are “uncertainty avoidance”, “masculinity,” and “long-term orientation”. In addition, the national culture does not have a significant impact on “brand loyalty” as far as Taiwan customers are concerned while there is a significant impact on Malay customers to a certain degree. In terms of “brand image” and “perceived value on brand loyalty”, they have significant influences on the customers across countries to some degree.
Key word: National Culture;Brand Image;Perceived Value;Brand Loyalty;
Purchase Intention
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