| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 102 === With the rapid development of global communication industry, each of the smartphone manufacturers actively launches various mobile phone models. No matter the appearance or user interface design, the manufacturers employ all their skills to keep on innovating. However, the smartphone manufacturers are various. If the enterprises want to attract the consumers to select their own brand, they need to strengthen their brand uniqueness so as to enhance the consumers’ willingness to purchase their mobile phones. Moreover, open innovation and three factors of customer satisfaction might influence the relationship between brand equity and purchasing intention. Therefore, the present study took smartphone industry as the research target to explore the impact of brand equity on purchasing intention via empirical methods, and further investigated the moderating effects of customer satisfaction three factors and open innovation between brand equity and purchasing intention.
This study used questionnaire survey and obtained 273 effective samples. The software of SPSS is utilized as the analysis tool. Regression analysis is used to investigate the main effect between brand equity and purchasing intention. Then, hierarchical regression analysis is also adopted to explore the moderating effects of customer satisfaction three factors and open innovation between brand equity and purchasing intention. The results showed that: 1) the brand equity of smartphone has significant positive effect on customers’ purchasing intention, among which the brand loyalty, perceived quality and other proprietary brand assets show significant positive relationship to purchasing intention, 2) the basic factor and performance factor in customer satisfaction three factors possesses partial moderating effect between brand equity and purchasing intention, and 3) the customer participation degree in open innovation and co-created network have partial moderating effect between brand equity and purchasing intention. Finally, based on the results, some managerial suggestions are provided to smartphone industry.
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