| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 102 === With the advancement of information technology and the popularity of the network, the probability of using smart phones has gradually increasing. The users of smart phones have not only focused on telecommunications but also more considered about using of applications and its service. Based on the concept of brand image, this study divided brand image into two sources: brand image about smart phones vs. brand image about operating systems to explore depthly how brand image influences perceived value and satisfaction, then produces significant effects on repurchase intentions of smart phones. This study adopted the online survey via a questionnaire to collect the data. Using the research methods in structural equation modeling (SEM), this study demonstrate the overall structure of the model fit. The conclusions are as follows: brand image for repurchase intention will have an impact on perceived value and satisfaction. Then, this study provided the theoretical and practical implications.
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