| Summary: | 碩士 === 國立高雄師範大學 === 事業經營系 === 101 === The Relationship among Brand Image , Perceived Value , Conspicuous Consumption and Rurchase Intention－an Empirical Study of Smart Mobile Phone Consumption
Abstract
The purposes of this research is to discuss the relationship between brand image, purchase intentions and using perceived image and conspicuous purchase as the mediating effect. As the awareness for brand image rises amongst the consumers, the smartphone manufacturers have to constantly increase the core values of their products in order to keep its competitiveness and market share. Therefore, how consumers view such a variety of smartphone products makes up the first motivation for this research. The other two motivations of this project is to see how decision towards purchasing the smartphone is affected by how the consumers perceived the value of the product as well as if purchasing smartphone gives a sense of satisfaction.
This research investigates by sending out 900 questionnaires, of the 857 responses, 829 (92.1%) of the responses are useful. These are then statistically processed by independent T-test sampling, Pearson Product-moment Correlation,One-way ANOVA and Scheffe′ method. Factor analysis as well as Regression Analysis and summarize the following points：
1. Significant positive correlation between brand image
and consumer’s purchase intentions.
2. Significant positive correlation between perceived
value and consumer’s purchase intentions.
3. Significant positive correlation between conspicuous
purchase and consumer’s purchase intentions.
4.Perceived value acts as an mediating effect towards
consumer’s purchase intentions.
5.Conspicuous purchase acts as an mediating effect
towards consumer’s purchase intentions.
6.Differences are found between different consumers’
background variables and each research variables.
According to the results, real life applications and future research recommendations are useful in further academic research and also to provide directions for smartphone manufacturers in future marketing strategy and technology research.
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