The immersion research of Apple
| Autor: | Fen-Fang Yang, 楊芬芳 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 2010 is the year for Apple again! It just released the stunning iPad and iPhone4 separately and successfully. Each launch excites ultimate anticipation and ecstasy to its enthusiasts and fans. The Apple fans always were excited new product launch in market and line up to purchase the product in mid night just because they want to become forerunner for Apples. Apple Brand is famous in the world. Does everybody chase after Apple? Who chases after Apple? What kind of personality do the Apple fans have? Therefore, we try to realize thru this research: This research examined if the Apple immersed Level related to personality trait、brand personality, avant-garde as well as brand preference. Meanwhile, we also take into consideration of the demographics influence to study if the Apple immersed level drives any significant influence on their preference on luxury merchandise. The followings are attempted and investigated from the research: 1.What’s the consumer immersed level of Apple brand? 2.The difference of Apple immersed level which is based on different combination & usage of Apple product by fans. 3.The relationship with Apple immersed level among brand personality、personality trait and avant-garde event cognitive which have significant influence. Through quantitative research of questionnaires, this research has several findings: 1.The Apple immersion has significant influence with personality brand 、personality trait and avant-garde factor. 2.Among these personality traits, the “openness” factor has significant impact on the Apple immersion. 3.As far as luxury commodities for combination with Apple immersed level, it shows partial insignificant for two effects influence. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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