Smartphones vs. Consumer Cameras – The Impacts of Digital Content on Customer Purchase Intention

• Main Authors: Nguyen Nhat Nam, 阮日南
• Other Authors: 黃禮林
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/76567077288996401691

碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 102 === Nowadays, people, especially young generation, love to have their own camera(s) to catch the moments or to record the memories. However, latest reports indicate that Smartphones are taking away the sales of Consumer cameras. It is important to find the reason behind this migration. Hence, the purpose of this study is to gain an in-depth understanding of exactly what role Digital Content plays leading to Customer Satisfaction and how it might affects Customer purchase intention in Consumer camera industry. The outcomes may help marketers and Smartphones/Consumer cameras manufacturers understands the key influential factor of Digital Content on Customer purchase intention and thus deliver the most attractive products and effective marketing campaigns. It also provides discussion and insights for future researches.