The impact of mobile phone brand image on perceived value at price interference variable

• Main Authors: MEI-FANG CHIEN, 簡美芳
• Other Authors: Rufeng Sink
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/h97r24

碩士 === 正修科技大學 === 經營管理研究所 === 107 === The theme of this study is to explore the influence of consumers on the use of smart phones, brand image on customer perceived value, and explore the relationship between each other with price and involvement as disturbance variables. In this study, consumers used smart phones as research objects, and 358 valid questionnaires were obtained through questionnaires and online surveys. The results of the study show that the conclusions of this study are: One：In terms of social value, quality function, and emotional value. The high-brand image mobile phones are larger than the medium-brand image mobile phones and the ow-brand image mobile phones, and the medium-brand image mobile phones are also larger than the low-brand mobile phones. In other words, the higher the mobile phone brand image, the more it can increase the social value, quality function and emotional value of the mobile phone. Two： In terms of price function value, high-brand image mobile phones are larger than medium-brand image mobile phones and low-brand image mobile phones. In other words, only high-brand image phones can increase the price value of consumers. Three： The influence of brand image on perceived value, the degree of involvement only interferes with the social value of perceived value, and has no interference effect on price function value, quality function, and emotional value. In the case of high-brand image mobile phones, the social value of high-involvement is greater than that of low-involvement. As far as high-involvement is concerned, the social value of high-brand image mobile phones is greater than that of medium-brand image and low-brand image machine. For those with low involvement, the social value of high brand image and medium brand image mobile phone is greater than that of low brand image mobile phone. Finally, this study makes specific recommendations based on research findings as a reference for future researchers. Keyword：Brandimage、 perceived value、 price、 involvement