| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 102 === With more and more frequencies that consumers daily use mobile phones, today's competition in the mobile phone market has been increasingly fierce. In addition, consumers have gradually increased dependence on mobile phones. Many considering factors are needed for purchasing smartphones and also indirectly affect telecom operators' relevant promotion and rate strategies.
This study focuses on the factors that consumers purchase smartphones, further discussing the explicit variables (efficacy expectation, opportunity rarity, perceived contracting cost, and perceptual depreciation), of how BOCR (benefits, costs, risks, and opportunities) affect consumers’ perceived value for smartphones as well as the ERG appeals (existence, relatedness, and growth), promotion strategies, self-affirmation, and interpersonal relationship which may be affected in the relationship of perceived value and purchase intention.
In the results of this study, it is found that consumers primarily care about telecom solutions, the rarity and depreciation of handsets. Their secondary care is whether the performance of the handset meets their expectations and in the contract whether there is additional cost. On the other hand, telecom operators can consider the psychological aspects of consumers. In this study, it is found that self-esteem and interpersonal relationship have an adjuvancy effect on perceived value and purchase intention. In ERG appeals of consumers, the growth appeal is the strongest. If the view from the promotion strategy, if the telecom operators design marketing practices only from the surface factors, such as price reduction or premiums, the effect may be small. In this study, it is found that there is no significant result in the measured results of price reduction and premiums, namely promotion has no effect to consumers since consumers tend to care about the rate. Therefore, if telecom operators want to improve consumers' purchase intention, they cannot only focus on the surface but need to be aware of spiritual levels and actual demands of consumers. It is expected the results of this study can bring telecom operators a lot of reference value to facilitate understanding consumers’ needs.
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