| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 105 === Technology giant Microsoft is world-famous for its success in PC/NB OS, but it underwent a tragic failure unprecedented in history in mobile devices. IDC had predicted that Windows Phone would gain 5.6% market share from 2014 to 2018. Yet, the latest forecast showed that Windows Phone would only gain 2.3% market share from 2015 to 2019. Therefore, this study aimed to investigate consumers’ purchase intention in Microsoft’s mobile devices.
Past researches had examined many factors that affected purchase intention. Derived from the Theory of Planned Behavior, perceived behavioral control, attitudes, and subjective norm could act as the factors that had impacts on purchase intention. Since the public was blind and could be controlled by idols or groups, the study used subjective norm as the moderator of perceived behavioral control and attitudes toward purchase intention. The structure of the study also derived from subjective norm.
The research subjects were ordinary consumers. The questionnaires were released for three months, from November 1, 2016 to January 32, 2017, and 281 valid ones were recovered. The results showed that attitudes and subjective norm had a positive impact on purchase intention, and subjective norm moderated the relation between perceived behavioral control and purchase intention. In terms of theory, the new contributions verified subjective norm as the moderator. Yet in practice, average consumers were found to favor the opinions from partners who were capable of self-verification. Therefore, if consumers wanted to get a sense of belonging in groups, they would be activated to devote the cognition needed. However, since this study did not take the prices of products into consideration, they were listed as its limitations.
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