The Study of the Influence among Perceived Risk, Brand Image, and Brand Trust on Purchase Intention – An Example of budget smartphone.

• Main Authors: Chia-Hao Chen, 陳佳豪
• Other Authors: Jih-Shih Hsu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/kze2pw

碩士 === 國立雲林科技大學 === 資訊管理系 === 104 === More and more smartphone makers can have high C/P products since Qualcomm, Mediatek, Spreadtrum and Intel provide reference design in order to help makers can reduce resource and cost, thus the cost of smartphone is down sharply and everyone can have smart device with lower cost. All information is transparent as the internet is popular and easy to access, it will prompt makers to chase their profit in order to provide lower cost devices. The price is affordable for user, but brand image and brand trust are mainly conditions of purchase intention of purchasing budget phone. 　　The study discusses the mediating effect on perceived risk, brand image, brand trust and purchase intention while customer would purchase budget smartphone. 　　This research revelated that brand image and brand trust still affect purchase intension but perceived risk is lower affect item if budget smartphone. It means that branding is still the key element of budget smartphone. Smartphone maker need to focus not only on price but alos branding image and trust in order to increase the purchase intention of budget smartphone. Keywords: Budget smart phone, Perceived Risk, Brand Image, Brand Trust, Purchase Intention.