| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 102 === People have highly dependence on mobile phones nowadays, due to the progress of technology and Community Communications Software, the demand of big-sized screen consumer electronics products is growing rapidly. Phablet smartphones are the good examples.
Under highly competitive market, when companies invest great marketing budget, how to invest in correct range exactly and find out the potential important attributes of the products and consumer behavior is the key point to raise consumers' perceived value and positively affect High-end Screen Sized smartphones Shopping Attributes, Perceived Hedonic, Experiential Marketing and Purchase Intention.
Based on the reference, this study is applied with Questionnaire Survey, the data collection tool is " Consumers Shopping Attributes, Perceived Hedonic, Experiential Marketing and Purchase Intention of Phablet Smartphones".
The study used cluster sampling by purposive to select north, middle, south and east of Taiwan chain-store consumers, analysis by SPSS, and use the method of convenience sampling. Valid questionnaires are 391 (valid rate is 97.75%). The results of progressing with Regression Analysis by Hypothesis Testing are: (1)Variable of Consumers People Statistics has partial significant difference; (2) Consumers Shopping Attributes, Perceived Hedonic, Experiential Marketing and Purchase Intention of consumers statistics has partial significant difference. (3) High-end Screen Sized Smartphones’ Consumers Shopping Attributes, Perceived Hedonic, Experiential Marketing and Purchase Intention has significant effect. According to the results of this study, hereby offering the factors of the effects of consumers purchasing willing for the reference of marketing strategies in designing new products for future companies.
|
|---|
