A Study on the Relationships among Conformity, Perceived Value, Openness to Experience and Purchase Willingness –In the Case of Smartphone

• Main Authors: Hsu, Hui-Wen, 許惠雯
• Other Authors: Chung, Yu- Ming
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5nzwb3

碩士 === 大葉大學 === 企業管理學系碩士班 === 103 === This study was to explore relationships among conformity, perceived value, openness to experience and purchase willing. The study first explores related issues of conformity, perceived Value, openness to experience and purchase willing as variables to establish research model, and discusses the decision process made by consumers after receiving smartphone information. This study is based on 380 electrics questionnaires, with 350 recovery and 338 valid questionnaires. Descriptive statistics, reliability analysis, and regression analysis are used to help data analysis. Effective response rate was 88.9 %, with SPSS statistical tool. The results showed: 1. The conformity has a positive impact on the perceived value. 2. The perceived value has a positive impact on the purchasing intention. 3. The study shows that conformity of consumers should be affected by perceived value so that it can influence purchase intention. The three variables all have a portion mediation effect. 4. Openness to experience has significant interference effect on purchase intention. Studies have shown that for a high level of acceptance of smart phones is aged 20 years old and 21-30-year-old consumers; the high degree of openness men; and vocational section, the finance and insurance industry and the electronic information industry of smart Mobile products vote more attention; the highest percentage of people open the average monthly income of 20,000 yuan. Based on this, the smartphone industry may be locked at all levels of its target market of the above analysis, and its focus as advertising, sales promotion, and thus enhance the purchase intention. Related discuss this research can provide a reference for future academic and industry. Keyword: Conformity、Perceived Value、Openness to Experience Purchase Willing、Smartphone