A Study of Usage Experience and Purchase Intention on Consumer Electronics in ChangHwa County

• Main Authors: SHIE,A-MIAN, 謝阿緬
• Other Authors: 朱寶青
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/55924167384166650435

碩士 === 中州科技大學 === 機械與自動化工程系 === 102 === The Consumer electronics products is a new type of merchandise after the year of 2000, a result under the highly developed information industry and in a combination of information, communications, consumer electronics so called 3C (Computer, Communication, Consumer). Taiwanese ICT manufacturers has established an excellent basis of leadership in manufacturing technology and cost. However, to compete with major global brands, manufacturing firms should consider consumers hidden values first. If the real needs of consumers could be understood and combined into the development process of new products and marketing strategies, then we can enhance the consumer's intentions of buying. This study, using literature review and questionnaires for data collection and analysis, analyzed the relationships between smartphone usage experience and its intention of repurchase. A self-designed questionnaire is used in this research. A total of 700 questionnaires were issued, and 620 copies were returned up to May 31, 2014. In which returned copies, 515 copies are valid. Some conclusions of this study were found : (1) The smartphone consumer usage experience, trust, and intention of repurchase are above average of satisfaction in Changhwa county. (2) The top three highest scores among the questionnaires are "My phone's interface is easy to use", "My phone's reaction speed", and "My phone's battery performance". The lowest three score are "With the phone on behalf of personal image label", "sharing personal life through the phone", and "through the phone to pass the time and boredom occasions". (3) The demographic variables, such as gender, age, education, brand, and consumer service, have a significant difference with research variables. (4) smartphone usage experience has a positive effect on repurchase intention, and a sense of trust for the use of the experience and repurchase intention is partially mediated effects.