| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 90 === With the change of era in advancement and technology to change with each passing day, lifestyle of people transform gradually. Particularly, in searching for efficient and convenient environment, communication between people will be more rely on technology products. Being technology communication products, Mobil phones have high penetration rate and high elimination rate. Since communication products weed through the old to bring forth the new, they can provide variety and futuristic functions and attributes for consumer choices. Therefore, if consumers have product knowledge, they can reduce purchasing risk when facing with all kinds of innovative technology products. Accordingly, the researcher selected mobile phones as the object to explore the relationship between consumer knowledge and purchasing decisions. Besides, for a number of consumers, mobile phones are products to show personal style and taste. Hence, the research also considered rational and emotional advertising appeal as the independent variables in the process of purchasing decisions.
The research framework investigate the relationships between mobile-phone purchase decisions and consumer knowledge, consumption value and advertising appeal. Furthermore, the study also examined moderating effect of advertising appeal on the purchase decisions, and the effect of individual lifestyle and cognitive style on the consumer knowledge. Besides, in the selection of study object, to eliminate the effect of prices, the study chose consumers who purchase middle-price mobile phones selling in Taiwan. To achieve research objectivity and exemplar, the researcher selected six types of mobile phones from the hit parade of mobile phones from 2001 to Feb., 2002. They are (1) Nokia 8250 (2) Alcatel OT511 (3) Motorola V8088 (4) Ericsson T39 (5) OKWAP i66 (6) Panasonic GD92。
The results indicate that consumer knowledge is affected by lifestyle of information technology, but not affected by the personal cognitive style. The thinking of judgment process, however, influences consumer’s function-quality consumption value of product. On the other hand, the study verified that three influences on the purchasing decisions of the mobile phones are consumer knowledge, consumption value and advertising appeal. Particularly, being the main-effect of the purchase decision, advertising appeal also has moderating effect on the purchase decisions which are influenced by consumption value.
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