The Study of the Influence of Country-of-Origin Image and Brand Image on Smart Phone Purchase Intention :The Case of National University’s Students in Taipei Area.

• Main Authors: Chen,Yu-Chu, 陳昱竹
• Other Authors: Chen,Guang-Hua
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/855d83

碩士 === 國立交通大學 === 經營管理研究所 === 102 === The smart phones industry has developed rapidly in recent years. According to MIC investigation, Over than 9.17 million people has a smartphone in Taiwan. Worldwide mobile phone sales to end users totaled 1.75 billion units in 2012. The gross output value of smart phones industry is more than 2,190 billion U.S. dollars. With the rapid advanced of global information technology development and continuous innovation of technology product, mobile communication has become popular gradually. Not only smartphone affects most human life but also become an indispensable necessity in people’s life and work. The main purpose of this research is to discuss smart phones purchase intention of national university’s students in Taipei Area, the influence of country-of-origin image and brand image for the purchase intention. The research framework of this thesis is based on consumer decision process of Howard-Sheth model. Demographic factors, brand country of origin, product attributes of smart phone, purchase motivation, information sources, brand image and country-of-origin image are used as independent variables. The samples taken were college students who owned smartphone and studied at national university in Taipei area. The valid questionnaires of this study were 492 copies. These are then statistically processed by Independent t-test Sampling, Person’s chi-squared test, One-way ANOVA, Factor analysis, Scheffe′ method and Regression Analysis. Results demonstraed that (1)The difference in demographic variables of smart phones consumers between brand country of origin, product attributes evaluation criteria, purchase motivation, information sources, brand image and country-of-origin image are significant.(2)The brand image has positive influence on customer’s purchase intention.(3)The country-of-origin image has positive influence on customer’s purchase intention