Investigating the Effects of Conformity Characteristics on Conformity Behavior - Perceived Value as a Mediator.

• Main Authors: Hsin-Yu Hsiao, 蕭欣妤
• Other Authors: Sen-Kuei Liao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/8542e3

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 102 === With the progress of the times and technology, the way of communication had tremendous change. People can send messages by the smartphone through innovation of the communications technology. The smartphone penetration will reach 67% in Taiwan. All the company hope to grab market share. However, the company wants to success under the gradually rising of consumer awareness which need to understand the potential needs of customers. Consumers considerations of using smartphones are not the same, may be subject to brand, price, others suggested demand or the impact of conformity. According to the survey, more than 75% of consumers would be affected by product reviews and information when need to choose the product. In the other word, consumers will reference to the views of others to reduce risk. This behavior is called “Conformity”. This study focuses on the smartpfphone, analyzing whether the conformity characteristics would lead to the perceived value, and the conformity would occur to consumer by perceived value. This is an Empirical study. We distribute questionnaires who ever used smartphone. This paper recouped 384 questionnaires to analyze it with SPSS and AMOS. The result show that the peer support for brand、attractiveness and group pressure situation significant affect consumer perceived value. The behavior of conformity significant be affected by consumer high perceived value.