Effects of Service Quality, Brand Image and Perceived Value on Purchase Intention - The Case of Taiwan Mobile

• Main Authors: WANG, CHIU-HSING, 汪秋杏
• Other Authors: TU, YU-TE
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p6y4jx

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 107 === This study is conducted based on the case of Taiwan Mobile. Nowadays, people can go out without a wallet, but cannot do so without bringing their phones. At the same time, mobile phones have enabled faster communication. After the mess created by the NT$499 plan, all telecommunication operators in Taiwan have experienced a decline in revenue. In order to attract the vast number of users in a highly competitive telecommunications market, telecommunication operators continue to innovative in order to meet customer needs. Modern people have high demands for Internet as most things can be completed via the Internet. Therefore, it is hoped that the future 5G operations can drive the growth of the entire telecommunications industry. This study aims to analyze the effects of service quality, brand image and perceived value on purchase intention. In this study, literature related to the variables was compiled, analyzed and investigated. Focusing on Taiwan Mobile users in Taichung City, data have been collected from these users through online questionnaire and paper questionnaire. A total of 234 questionnaires were successfully collected, where 211 questionnaires were valid after deducting 24 invalid questionnaires, accounting for 90.17% of the total number of questionnaires collected. The collected samples were analyzed using statistical software SPSS, in which descriptive statistics, reliability analysis and regression analysis were conducted. The conclusions reached using both questionnaire survey and data analysis tools are listed as follows: 1. Service quality has a significant positive effect on perceived value. 2. Brand image has a significant positive effect on perceived value. 3. Service quality has a significant positive effect on purchase intention. 4. Brand image has a significant positive effect on purchase intention. 5. Perceived value has a significant positive effect on purchase intention.