| Summary: | 碩士 === 國立雲林科技大學 === 工業工程與管理研究所碩士班 === 101 === Due to the increase demands for fast transmitting information,the consumer market of smartphones is growing rapidly. Therefore, the entrepreneurs will catch the profit opportunity if they can know what customers’ preference and acknowledge the future demands of market smartphones.
Some past studies showed that consumers were influenced by perceived risk in the process of purchase decision, and the consumer also pursued different strategies to reduce the perceived risk. One of the most common methods was to seek other consumer’s comments. Schiffman and Kanuk (2008) considered the people who had high perceived risk would make use of high brand loyalty to avoid the risk for buying the untried products.
The main purpose of this study is to investigate whether reference groups, perceived risk and brand loyalty have influence on purchase intentions of the smartphone. The research methodology used questionnaires to explore consumer purchase behavior in the consumer’s market of smart phone, and the effective sample size was 359. The results showed that reference groups had a positive effect on perceived risk, brand loyalty and purchase intentions. Brand loyalty had a positive effect on time, social and performance risk, but had negative effect on financial risk. According to path analysis, the study found that reference groups could lead to higher purchase intentions, thus reducing consumers'' perceived risk. Further analysis we found if consumers who pay much attention to the reference group had higher consciousness on the perceived risk, brand loyalty and purchase intentions. The enterprise can establish different marketing strategies for different consumers, and use the influence of reference group to create the positive reputation and raise the competitiveness.
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