A study on the antecedents influencing consumer delayed purchases of Apple i-Phone

• Main Authors: CHANG,CHUN-YUAN, 張峻源
• Other Authors: JU,PEI-HUNG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/477753

碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 103 === Consumer delayed purchase has been an important issue in the studies of consumer behavior; however, our understandings of the phenomenon remain limited. Consumer delayed purchasing means that although consumers are interested in buying a particular consumer product, but they choose to put the buying behavior on hold until market presentation of next generation of the product. This study is to explore how various types of perceived values affect brand love, which in turn, leads to consumer delayed purchasing. We hypothesize that if a consumer’s emotional attachment to the product brand is strong enough, namely, brand love is strong, it will affect the consumer’s rational decisions. When the brand love to a particular product series is vigorous, consumer will go for the brand, regardless of the functionalities and price. On the other side, we argue that various types of perceived values will have different effects on the cultivation of brand love. Our research results show that basic functional value, epistemic value, and symbolic value of the brand affect a consumer’s brand love. The symbolic value of the brand represents self-image and its effect is higher than the functional value and epistemic value. Brand love is a significant factor that obviously influences the demand for new version of the products and thus delays for purchase the present version. Consumers wait for their favorite brand launch into the market before deciding to purchase decisions in order to avoid the wrong decision.