| Summary: | 碩士 === 嶺東科技大學 === 經營管理研究所 === 99 === This study is Influence of Mobile telecommunication Operator’s Smart Phone marketing Mix and Service Quality on Consumer’s Purchase Intention. Reads the marketing combination take two constructions (product, price,place , promotion) with the service quality (tangible, reliability, responsiveness , assurance, empathy) as the foundation. Discusses the domestic telecommunication system entrepreneur the practical operation which reads in these two constructions to purchase the wisdom handset to the consumer to have the purchase wish relevant degree influence. This research uses the questionnaire survey procedure, the investigation object is aims at the domestic middle area the Chinese telecommu -nication gate number use customer to the wisdom handset's purchase wish.whether to receive the marketing Mix and Service Quality on Consumer’s Purchase Intention two constructions will read.The entrepreneurs wisdom handset “the marketing Mix” “ Consumer’s purchase” wish presents forward related to the consumer, and has the remarkable influence.
Moreover,The Telecommunication Operator “the service quality”“the Consumer’s Purchase” wish also assumes forward related to the consumer, and has the remarkable influence. Is as follows in the population statistic variable research: (1).the use wisdom handset's sex proportion accounts for 53% for the male, thefemale accounts for 47%, the demonstration male use wisdom handset's proportion is high.(2).has 50.5% age level centralism to distribute between 31~40 years old, but he age level's height will not affect the wisdom handset's purchase wish.(3).has 46% education level to concentrate in the university/institute,theresearch demonstrated that consumer's education level height will affect the wisdom handset's purchase wish.(4).in the occupation has 62.5% consumers to account for the proportion by the general service industry to be highest, but not different will affect the purchase wisdom handset's wish because of the occupation.
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