The Study of Consumer Prefernece for the Brand of Notebooks

• Main Authors: GEAN RUEY DER, 簡瑞德
• Other Authors: LEE ZON YAU
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/73558333318623867612

碩士 === 開南大學 === 商學院碩士在職專班 === 102 === This study investigates the factors impacting notebook brand loyalty of consumers. Based on extensive literature review, a set of seven factors is used to establish the research model. The linear Structural Equation Model (SEM) is employed to explore the analysis. The data collection is through online questionnaire from 17 September to 23 October 2013. The total hits are 905 times. A total of 736 questionnaires are received, including 23 invalid and 713 valid questionnaires with the effective rate 96.87 %. The research findings are: Information disclosure has a direct positive impact on brand loyalty, also have a positive influence on brand loyalty through brand image; switching costs have a positive impact on brand loyalty; and brand image also has positive affect. On based on the conclusion, we have the following suggestions: The firm: should continue to improve service performance enhancing consumer satisfaction; to disclose information to enhance consumer brand loyalty; and to enhance consumer satisfaction to increase consumer willingness to repeat consumption.