The Relationship among Brand Image , Perceived Value , Conspicuous Consumption and Rurchase Intention－an Empirical Study of Smart Mobile Phone Consumption

• Main Authors: Tsai,Hui-Hung, 蔡慧紅
• Other Authors: Lin,Wuen Bao
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/20396877696359967031

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.