The Effect of Product Innovation and Perceived Price on Brand Equity and Purchase Intention: A Case of Mobile Phone Wireless Accessaries

• Main Authors: Chih-tsun Hsieh, 謝志村
• Other Authors: Yi-min Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/km6cbk

碩士 === 國立高雄大學 === 國際高階經營管理碩士在職專班(IEMBA) === 101 === Taiwan's electronics industry has a large proportion of OEM-based, not only lack of key technical capabilities, but there are a large number of domestic competitors. They only can emphasize on production capacity and price competition. Since 2012, the global economy had impact due to the European debt crisis and the U.S. economic slowdown, in order to survive, the OEM or ODM, even JDM of Taiwan's electronics industry have to contend the orders from not only domestic competitors but fighting with companies in China, Korea and other countries. The response of most industries continue to reduce cost prices. As a result, even if reluctantly keeping revenue, gross profit margin and operating profit margin are constantly being squeezed. The purchase intention of consumer for consumer products depends on the product's brand equity, product innovation capabilities and perceived price. Therefore, this research take mobile phone wireless accessaries of HTC company and SONY company as an empirical study object to discuss the relationship among product innovation and brand equity to perceived price and effect and to purchase intention. Having summarized and analyzed the results, conclusions and suggestions will be made as reference to provide to the designer and manufacturer of mobile wireless accessories for improvement while increasing industry performance and consumer satisfaction. Methodologically, this research employs the net least squares method (Partial Least Squares, PLS) of Structural Equation Modeling (SEM). The design of the questionnaire is based on a five point Likert Scale. The questionnaire is divided into 2 copies for two mobile phone brand companies, HTC & SONY to understand their company's product innovation, brand equity, perceived price and its consumer purchase intension. And to improve the validity of the questionnaire, the survey were collected with 113 valid questionnaires and conducted empirical analysis. From the results we found: (1) Product innovation is positively associated with the perceived price. (2) Brand equity is positively associated with the perceived price. (3) Perceived price is positively associated with the purchase intension. (4) Product innovation is positively associated with the purchase intension. (5) Brand equity is positively associated with the purchase intension.