A Study of Brand Loyalty of Mobile Operating Systems: Android and iOS

• Main Authors: CHU, HUNG-MING, 朱泓銘
• Other Authors: Liu, Tzu-Nien
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/12853391229450443306

碩士 === 國立屏東大學 === 國際貿易學系碩士班 === 103 === 　　Thanks to the development of technology and electronic industry, smartphone not only becomes more powerful in its fonctionality, but lightweight and compact in its size. In addition, Taiwan has started 4G services (fourth generation of mobile telecommunications technology) in 2014, which means the Wifi technology is heading toward its maturity. Thus, the way people obtain information has changed: from newspaper, television, internet through desktop computer, to today’s multifunctional and apersonal smartphone. Today, there are several different brands and models of smartphone in the marketplace. One of the product details that consumer concerned about is the operating system equipped in smartphone. Consequently, in this study, we want to identify consumer preferences and brand loyalty by using statistical analysis. Base on these results, this study will provide a clear prospective on smartphones’ operating systems trend. This study uses questionnaires to obtain data from the consumers and analyse three variables: customer’s behavior loyalty, attitude loyalty, and external influence. Here we recite summary of this study: Male consumers spends less time on smartphone than female, and they prefer Android operating system, while female consumers prefer iOS operating system. Younger consumers willing to pay more money for the brand, while elder consumers tend to pay more money on the affiliate products of the brand. Whether the monthly income or the length of time holding a smartphone, there is no significant impact on each variable for the consumers’ brand loyalty. Consumers aged under 35 years old is the largest group for the iOS operating system, accounting for 26 percent of sales. They are the important group which influence the share of operating system in the future. Consumers, who hold a smartphone equipped with iOS operating system, show a high fidelity in brand loyalty. They are willing to pay more money for their smartphone and its accessories, but also satisfied the quality of the brand as well as its operating system.