| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 101 === Smart-phones have become one of the household goods with technology development and improvement of people's living standards. Smartphone purchases are subject to many factors. The Origin-Of-Country, brand, ethnocentrism, purchase involvement and product knowledge aspects, This study seeks to explore the factors that impact smartphone buying behaviors. With questionnaire, survey in Taiwan major counties and cities the study investigates customers’ attitudes towards smartphone’s origin-of-country, brand purchase behavior, ethnocentrism, purchase involvement and product knowledge in counties and cities in Taiwan. After collecting the questionnaires, the data is analyzed by SPSS statistical software for descriptive statistics, Pearson Correlation Analysis and Multiple Regression Analysis. We conclude from the suvery as follow:
1. Consumers have the highest awareness for Japan's national image and Apple brand among similar items. However the ethnocentrism is not strong, though they have high product knowledge and purchase involvement.
2. The study shows that nation's image has a significant and positive effect on smartphone purchase.
3. The study shows that brand image has a significant and positive effect on smartphone purchase.
4. The study shows that ethnocentrism has a significant and positive effect on HTC and Huawei brand purchases.
5. The study shows that purchase involvement and product knowledge not affect customers’ smartphone purchase intention.
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