A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone

碩士 === 國立政治大學 === 廣播電視學研究所 === 102 ===   Smartphone have gained considerable popularity in daily life because of the cheap cell phone plans and the Wi-Fi (Wireless Fidelity) convenience. While many people use smartphone to make and receive calls, a great segment of society has view smartphone as a s...

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Main Authors: Wang, Yen-Jen, 王彥荏
Other Authors: Kuo, Cheng
Format: Others
Language:zh-TW
Online Access:http://ndltd.ncl.edu.tw/handle/06750170361171384142
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spelling ndltd-TW-102NCCU54720052016-07-31T04:21:17Z http://ndltd.ncl.edu.tw/handle/06750170361171384142 A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone 消費者生活型態、生活風格與智慧型手機品牌形象關聯性研究 Wang, Yen-Jen 王彥荏 碩士 國立政治大學 廣播電視學研究所 102   Smartphone have gained considerable popularity in daily life because of the cheap cell phone plans and the Wi-Fi (Wireless Fidelity) convenience. While many people use smartphone to make and receive calls, a great segment of society has view smartphone as a stylish device conveying the their own lifestyles and personal image. Previous studies show that the lifestyle and the lifestyles of users as well as the brand image of smartphone are the three reasons that guide the consumer choice of smartphone. To understand consumer buying decision process and the factors affecting consumer choice, this study conducted a questionnaire survey to investigate Taiwan mobile users’ habits and preferences.   The survey asked respondents for their smartphone usage behaviors by online questionnaires. One thousand and eighty-five questionnaires were returned. Six factors of the lifestyle scale are extracted by the factor analysis, including pursuing fashion trends, demanding for health and sustainability, proactive for new products, having challenges and creations, and searching for information. Six factors of the lifestyles scale include the desire to own a smartphone, the attraction of the best design smartphone, the experience of pleasures, the preference of brand, and the attraction of commercial. Brand image scales include three factors: Functional, Symbolic, and Experiential.  The respondents are divided into four clusters by the three reasons and the population characteristics, including stylish teenagers, function-orientated consumers, domestic products embracers, and fashion-orientated women. The results showed that four clusters of respondents have significant different preferences between the mobile phone brands.   In addition, the brand images and consumers with different preferences of smartphone brands have significant difference in ethnocentrism tendencies. This study would conclude consumer buying decision process and the factors affecting consumer choice to address the marketing strategies of smartphone. Kuo, Cheng Tsai, Mei Ying 郭貞 蔡美瑛 學位論文 ; thesis 167 zh-TW
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description 碩士 === 國立政治大學 === 廣播電視學研究所 === 102 ===   Smartphone have gained considerable popularity in daily life because of the cheap cell phone plans and the Wi-Fi (Wireless Fidelity) convenience. While many people use smartphone to make and receive calls, a great segment of society has view smartphone as a stylish device conveying the their own lifestyles and personal image. Previous studies show that the lifestyle and the lifestyles of users as well as the brand image of smartphone are the three reasons that guide the consumer choice of smartphone. To understand consumer buying decision process and the factors affecting consumer choice, this study conducted a questionnaire survey to investigate Taiwan mobile users’ habits and preferences.   The survey asked respondents for their smartphone usage behaviors by online questionnaires. One thousand and eighty-five questionnaires were returned. Six factors of the lifestyle scale are extracted by the factor analysis, including pursuing fashion trends, demanding for health and sustainability, proactive for new products, having challenges and creations, and searching for information. Six factors of the lifestyles scale include the desire to own a smartphone, the attraction of the best design smartphone, the experience of pleasures, the preference of brand, and the attraction of commercial. Brand image scales include three factors: Functional, Symbolic, and Experiential.  The respondents are divided into four clusters by the three reasons and the population characteristics, including stylish teenagers, function-orientated consumers, domestic products embracers, and fashion-orientated women. The results showed that four clusters of respondents have significant different preferences between the mobile phone brands.   In addition, the brand images and consumers with different preferences of smartphone brands have significant difference in ethnocentrism tendencies. This study would conclude consumer buying decision process and the factors affecting consumer choice to address the marketing strategies of smartphone.
author2 Kuo, Cheng
author_facet Kuo, Cheng
Wang, Yen-Jen
王彥荏
author Wang, Yen-Jen
王彥荏
spellingShingle Wang, Yen-Jen
王彥荏
A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone
author_sort Wang, Yen-Jen
title A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone
title_short A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone
title_full A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone
title_fullStr A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone
title_full_unstemmed A Study on Relationship among Consumer Life Style and the Brand Image of Smartphone
title_sort study on relationship among consumer life style and the brand image of smartphone
url http://ndltd.ncl.edu.tw/handle/06750170361171384142
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