| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 103 === The present study analyzes consumers' behavior when they purchase Apple's products. The purpose of our study is to identify the products' attributes that are important to consumers, and we also determine how Apple' products affect consumers'purchase decision.
A questionnaire was developed using environmental variables and customers' charateristics as input variables. A survey was then conducted and empirical data were collected from customers who already or potentially purchase Apple's products in Taiwan and Vietnam. 305 questionnaires were delivered to customers, and a final valid sample data was consisted of 200 questionnaires, accounting for 92.5%. Using these valid questionnaires, we applied SPSS statistical software to analyze our data. Finally, based on empirical results, we propose critical implications for both accademic researchers and practical managers.
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