| Summary: | 碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班 === 103 === According to a recent market research report related to observe the smartphone screen size becoming more and bigger, has begun to erode the tablet market area, it represents "big-screen smart phone" in the market really has the potential business opportunities. In the current smart phone market has gradually reached saturation, big-screen smart phones will be the next phase of the main smart phone sales target. This study wanted for the big screen smart phone product "brand", "experiential marketing" to explore and "price" factors such as "the value of the experience," these factors "purchase intention" of. Consumer point of view, to understand the big-screen smart phone consumer willingness to buy, and according to the research results, the big-screen smartphones proposal on business and marketing strategy of retail headquarters.
In this study, a random sample of the island over various retail outlets, issued a total of 600 questionnaires were collected 530 questionnaires were deducted six invalid questionnaires, the effective sample of 524 copies. Using SPSS and AMOS statistical software, and using descriptive statistics, independent sample t test, one-way analysis of variance (ANOVA), correlation analysis and structural equation modeling (SEM) analysis showed that this study has a fairly stable reliability and validity and all of the path coefficients are significant and the mode of fit (eg χ2 / df, CFI, GFI, RMR) are up to standard. Statistical analysis found that "brand image" and "experiential marketing" to "experience value" and "price" are significant positive effect, and "experience value" and "price" to "purchase intention" were also significant positive effect, in which the "price" for "purchase intention" highest impact.
Final recommendations to strengthen the willingness to buy if in addition to outside through the establishment of brand image, yet the big screen in the intrinsic value of experience and wisdom through external influence experiential marketing and product prices, as well as explicit model and economical consumer user on phone prices, an important consideration is the critical factor.
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