The Impact of Product Attributes, Brand Awareness and Brand Image on Purchase Intention:The Gender as a Moderator

• Main Authors: Hsu Jung-Chien, 徐榮鍵
• Other Authors: Huey-Pyng Shyu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/82370378765441605677

碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 101 === ABSTRACT Accompanying with the advancement in technology, life is more convenience, especially the emergence of smartphone has greatly changed people''s way of life. Now just own a smartphone, such as a personal portable computer can solve a lot of problems. For example, use e-mail to receive and mail, GPS navigation, go on internet anytime and anywhere. As more and more popularity of smartphone, now it can be said that almost everyone will have a smartphone and the speed of its development people can’t imagine. This study is based on the smart phone as the main research subject and through literature to understand the key factors affecting the purchase intention, analysis of consumer smartphone’s product attributes, brand awareness, brand image and purchase intention relationship, in addition to use gender as moderator among them. Further study on the factors of gender, whether between each variable of gender affect the smartphone of consumer’s purchase intention? This study focuses on smartphone users and use to convenience sampling , the survey methods of internet questionnaires and physical questionnaire in two ways. Adopting SPSS 20.0 statistical software to examine the impact of smartphone''s product attributes, brand awareness and brand image on purchase intention. The empirical results show: 1. Smartphone’s product attribute has a significant positive effect on purchase intention. 2. Smartphone’s utilitarian attributes on purchase intention, the man have a significant positive effect than women. 3. Smartphone’s hedonic attributes on purchase intention, the women have a significant positive effect than men. 4. Smartphone’s brand awareness has a significant positive effect on purchase intention. 5. Smartphone’s brand image has significant positive effect on purchase intention. 6. Smartphone’s brand image on purchase intention, the women have a significant positive effect than men. Key words: Smartphone, Product attribute, Brand awareness, Brand image, Gender, Purchase intention