| Summary: | 碩士 === 國立臺中科技大學 === 企業管理系碩士班 === 105 === The USB drive first appeared on the market in the late 2000s. When the USB drive was launched, it was a notably expensive electronic product in terms of the consumer market. The USB drive became an iconic product of the NAND Flash industry, as it was, USB Drive smaller, faster, waterproof, and offered protection against data loss. Most brands usually featured a warranty covering two to five years, in the interests of end user confidence and consumer protection. Through these advantages, USB drive became a popular product across the world.
The goal of this research was to investigate Greater China end users opinion and feedbacks of product features, to consolidate on brand awareness and product penetration, and to analyze how brand image in the country of origin influences purchase intentions and projected future spending patterns. It is hoped that the company will be able to capitalize on this research and generate real returns from the information gathered.
The study collected data on end users, based in Taiwan, Hong Kong, and China, who have in the past purchased a USB drive or related product, and used a Tencent questionnaire for this purpose. A total of 254 questionnaires were returned, with 68 questionnaires unavailable, for a total of 186 questionnaires valid. SPSS 18.0 software was used to do the statistical analysis. The research results:
1.The effects of Greater China consumers on Brand awareness, Brand country-of-origin image, and Purchase intention were significantly different.
2.The effects of Greater China consumers on product information, sales channel, satisfaction with the brand in country of origin, and end users price were significantly different.
3.The Brand country-of-origin image has significantly influenced Brand awareness.
4.The Brand country-of-origin image has significantly influenced Purchase intention
5.The Brand awareness has significantly influenced Purchase intentions.
6.The Brand awareness was partially mediated the Brand country-of-origin image and Purchase intention.
|
|---|
