對智慧手機品牌在蒙古消費者感知的相關研究

• Main Authors: Ganzorig E, 賀英招
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/80805805960884811239

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 104 === Communication has become an increasingly important aspect in our life. It has been almost 20 years since Mongolians were introduced to mobile phones. It is not only connecting Mongolians but connecting the whole world. The number of smart phone users has been increasing rapidly in Mongolia. Communications Regulatory Commission (CRC, 2015) reported Mongolian cell phone subscribers reached over 3.0 million, in addition to exceed 9 percent increase from the previous year but in 2014 it has exceeded 48 percent from year 2013. This study intends to explore the following questions: Which smart phone traits have the strongest impact on the decision to buy a smart phone, and do those traits differ across various smart phone brands? How do Mongolian consumers perceive their smart phone brands? To what extent are Mongolian consumers loyal to their smart phone brands? A survey was conducted among Mongolian smart phone users in the capital city Ulaanbaatar through social media sites such as Facebook communities and twitter. The research findings show that design, system requirement and warranty are among the most important factors to shape purchasing decision. There are significant differences with respect to some product traits among different smart phone brands. However, when it comes to brand perception and loyalty behavior, the findings show no significant differences in brand trust and switching intention among different smart phone brands. This study concludes with practical suggestions for smart phone providers in Mongolia.