Market Analysis for Green Smart Phone using TRA model – an illustration of reused iPhone

• Main Authors: Jia-Sing Lu, 盧佳杏
• Other Authors: 曹銳勤
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5s5ve9

碩士 === 淡江大學 === 管理科學學系碩士班 === 106 === In recent years, “Smart Phone” plays an important role in our life. However, smart phone always releases newest model every year that makes consumers desire to change the newest one. Therefore, it makes our earth increase more and more waste of resources. Nowadays, “Energy Saving” is a very important thinking in our earth. If business can make reused phones repair or refurbish to sell them, it helps to decrease waste of resources. Moreover, not only business will enhance their corporate image, also consumers can gain their needed phone. Due to explore consumers’ behavioral intention of reused phone, this study shows consumers’ behavioral intention in green market by Theory of reasoned action. The research indicates that brand equity, value, green marketing, green consciousness and attitude will affect consumers’ behavioral intention. Additionally, the study discusses government allowance to be a moderator variable. Furthermore, the research uses questionnaire by 7-point Likert scale and executes path analysis by AMOS. According to the study result, brand equity and value has immediate impact on behavioral intention, and government allowance has a significant moderator variable. At a result, we suggest the government cooperates with business because it can help to promote green products and reduce the price to stimulate consumers’ purchasing.