| Summary: | 碩士 === 中興大學 === 行銷學系所 === 99 === In the competitive environment of quick renovation, diversification and continuous price decline, the preference and purchasing behavior of 3C products became the important factor affecting the entire industry competition. The market competition is getting serious, every company offering similar product offering similar funcations, not much difference between those products can be recognized by customer, the key successful point is not any more only at the technology wise.Enterprise needs to understand what does the customer want actively and provides customer with product and service, and create customer value in order to ensure the competitive position of the market. The pourpose of this research is to explore the effect factors of 3C technology products on customer loyalty and understand the difference between Taiwan and China customers.This research is based on general customer,the convenient sampling method is adopted.A total of 1000 questionnaires are distributed, received back 353 samples, 349 effective samples are collected and the effective respond rate is 98.8%. The regression analysis is adopted to test hypothesis and the results are as follows: (1)In both Taiwan and China, “Brand awareness” has a significant positive effect on “ Perceived quality ”,(2) In China, “Brand awareness” has a significant positive effect on “Price promotion ”,but in Taiwan not,(3) In both Taiwan and China, “Brand awareness” has a significant positive effect on “ Price promotion ”,(4) In both Taiwan and China, “Price promotion” has a significant negative effect on “ Perceived quality ”,(5) In China, “Price promotion” has a significant positive effect on “Customer loyalty”,but in Taiwan not,(6) In Taiwan, “Perceived quality” has a significant positive effect on “Customer loyalty”,but in China not,(7) In both Taiwan and China, “Product innovativeness” has a significant positive effect on “Customer loyalty”,(8) In both Taiwan and China, “After-sales service” has no significant positive effect on “Customer loyalty”.
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