| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 99 === Nowadays, people are becoming more and more reliant on smartphones. Smartphones are the pinnacle of technology, combining new functionalities and innovations. It is suffice to say that the era of smartphone is dawning. To be able to grasp consumers’ preferences and evaluation of this product category will allow companies to develop future smartphones with suitable functionalities.
When consumers undergo purchase decisions, they rely on multitude of product attribute information, or product cues in order to evaluate a product. Consumers develop perceptions of quality and value based on the development of low-level attributes to high level abstraction, in order to derive an overall product evaluation. Researches in the field of product cues has developed to consider multiple cues, however, the development and choice of intrinsic cues are lacking, and the methodology employed is choice experiment, which fails to capture the purchase decision consumers face. Hence, this research attempts to combine products’ intrinsic cues and extrinsic cues in order to investigate the preferences of different consumer segments, as well as the effects of consumers’ perceptions on preferences.In addition, conjoint analysis is a suitable research tool in capturing purchase decisions consumers face when confronted with multiple product cues.260 valid surveys were returned. Descriptive analysis, reliability and validity, conjoin analysis, univariate ANOVA as well as regression analysis were conducted. The result showed that:
1. Important product cues affect consumers preferences.
2. High involvement and high product knowledge consumers have higher purchase preferences than low involvement and low product knowledge consumers.
3. High product knowledge consumers place more emphasis on intrinsic cues (operating system) than low product knowledge consumers; low product knowledge consumers place more emphasis on extrinsic cues (brand) than high product knowledge consumers.
4. Consumers’ perceptions positively affect their purchase preferences.
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