The Influence of Brand Image, Customer Satisfaction and Purchaes Intention of Smart Phones--Negative Events as Interference Variables

• Main Authors: WENG, YI-TING, 翁怡婷
• Other Authors: CHI, HSIN-KUANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ch388r

碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 107 === 　　Nowdays the smart phone is common and indispensable to people owing to its’ function have been improved continuously to meet users need. However, how do the smart phone producers maintain their brand image for achieving good satisfaction and willingness to purchase to customers? How do they win the customers’ trust on the product performance while they are impacted by negative event even the competitors are many ? The purpose of this study is to explore the relationship between brand image, customer satisfaction and purchase intention of smart phones - taking negative events as interference variables. 　　This study used a convenient sampling method to conduct a questionnaire survey for investigating the relationship between consumers brand image, customer satisfaction, purchase intention and negative events of smart phones. A total of 316 questionnaires were distributed and 302 were collected. The effective questionnaire recovery rate was 95.56%. The results of the research analysis showed: 1.Brand image has a significant impact on customer satisfaction. 2.Brand image has a significant impact on purchase intention. 3.Customer satisfaction has a significant impact on purchase intention. 4.Customer satisfaction has a mediating effect on brand image and purchase intention. 5.Negative events have a significant impact on the willingness to purchase. 6.Negative events have no interference effect on brand image and purchase intention.