| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 106 === To investigate the relationships between consumer innovativeness, perceived innovation attributes and repurchases intention of smartphone users, as well as the moderating roles of gender, generation and brand on this relationship, a total of 357 respondents were surveyed, and completed their questionnaires. Due to the facts that the intention of repurchase should be restricted to the unit interval (0, 1) and that the distributions of the intention of repurchase is very possibly asymmetric, the random forest classification is employed by this paper. It is found that the effects of customer innovativeness and innovation attributes on repurchase intention of smartphone users are insignificant, while the impact of usage frequent pattern: “use calendar” and “look up weather” on repurchase intention of smartphone users influence the market segmentation. Managerial implications are also discussed.
|
|---|
