| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 99 === Since June 24, 2010, a boom has been raised around the world after Apple Inc. launched its iPhone 4. The hot sales resulted in a serious shortage of products. Even so, many Apple fans are still amazed about it.
Due to the fast development of technology and increasing demand of mobile internet, people now are relying on mobile phone much more. The development of main personal mobile terminal therefore changed to smart phone from notebook PC. Such transformation has brought the market of smart phone to a highly competitive red ocean market from a niche one. Many companies are stimulated by this and have developed and launched new products. The key successful factor for a company is to know the demand and usage of consumer. One of important issues that a successful company should pay attention to is to create a high quality brand image and establish good reputation.
This study mainly investigates the consumers behavior for iPhone owners and analyze the factors those consumers concern about. Moreover, how it affects consumer willingness to purchase iPhone under different level of awareness of the Brand Image and Word-of-Mouth. The samples are internet users who own iPhone and in North, Central, South and East part of Taiwan. With the method of using online questionnaire survey, total 1,626 effective samples were collected. Using IBM SPSS 19, hypotheses testing are studied by Descriptive Analysis, Reliability Analysis, Factor Analysis, Analysis of Correlation, Independent-Samples T Test, Chi-square Test and F Test.The results are as follows:
1. Different demographic variables are partial significant differences on Brand Image,Word-of-Mouth, Purchase Intention.
2. Different demographic variables are partial significant relationship on Consumer Behavior.
3. Brand Image (Symbolic, Functional, and Experiential) to Word-of-Mouth has a significantly positive relationship.
4. Brand Image (Symbolic, Functional, Experiential) to Purchase Intention has a significantly positive relationship.
5. Word-of-Mouth to Purchase Intention has a significantly positive relationship.
6. Brand Image (Symbolic, Functional, Experiential) and Word-of-Mouth to Purchase Intention have a significantly positive relationship.
7. Consumer Behavior is partial significant differences on Purchase Intention.
|
|---|
