Effects of Smartphone Brand Image and Brand Interest in Purchase Intention

• Main Authors: Vinh-Tuyen Nguyen, 阮永泉
• Other Authors: Meng-Jang Lin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/68r7d9

碩士 === 朝陽科技大學 === 企業管理系 === 105 === Smartphone are becoming more and more common, becoming indispensable to modern people, and smartphone prices are getting lower , the threshold of the production of smartphone is getting smaller , too many manufacturers to participate in the smartphone market, the more intense competition. As a result of the variety of products available to consumers. In this case , how to smartphone manufacturers to attract consumers to buy products? Consumers will be the manufacturer's brand to attract it? This study focuses in the consumer using smartphone , the relationship between the brand image and the brand's interest on the purchase intention of the consumer and the degree of influence. In this study , using the questionnaire survey to carry out empirical research . Confirmatory factor analysis is adopted to examine the reliability and validity of measurement. And the study uses regression analysis to verify the hypotheses. The result shows that : brand image and brand interests have a significant impact on the consumer's desire to buy and influence is still very strong.