The Relationship among Smartphone's Brand Image, Perceived Value, Word-of-Mouth, Product Knowiledge, Price Recognized, and Purchase Intension-iPhone as an Example
| Autor: | You-Cheng Lin, 林祐丞 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 In recent years, smart phone has been integrated into people's daily lives because of its powerful application scalability. With the popularity of smart phones, various mobile phone manufacturers continue to introduce new products for every year or every season. When consumers face of very many mobile phone models on the market, how consumers make decision in the consumption process? In the decision-making process, the brand image, perceived value, reputation commodities, product Knowledge and recognition on prices will be affect each other. This study focuses on whether the manufacturers can refer to these factors to strengthen their own advantage and create greater interest. Therefore, the purpose of this study: (1) To investigate the relationship between the iPhone brand image and perceived value. (2) To investigate the relationship between the iPhone’s word of mouth and perceived value. (3) To investigate the relationship between the iPhone brand image and product knowledge.(4) To investigate the relationship between the perceived value and product knowledge.(5) To investigate the relationship between the iPhone’s word of mouth and product knowledge.(6) To investigate the relationship between the iPhone’s perceived value and price recognized.(7) To investigate the relationship between the iPhone’s perceived value and purchase intension.(8) To investigate the relationship between the product knowledge and price recognized.(9) To investigate the relationship between the product knowledge and purchase intension.(10) To investigate the relationship between the price recognized and purchase intension. The study used questionnaire survey to collect data. It using statistical software packages SPSS to analyze data from the questionnaires. The results showed that: (1) The product image has a significant impact on its perceived value. (2) The word of mouth has a significant impact on consumers perceived value. (3) The brand image has a significant impact on consumers product knowledge.(4) The consumers perceived value has a significant impact on its product knowledge.(5) The word of mouth has a significant impact on consumers product knowledge.(6) The perceived value has a significant impact on price recognized.(7) The perceived value has no significant impact on purchase intension. (8) The product knowledge has a significant impact on price recognized. (9) The product knowledge has a significant impact on purchase intension. (10) The price recognized has a significant impact on purchase intension. (11) Product knowledge will weaken the impact on the perceived value of the price recognized,and it has a part of mediating effect.(12) Price recognized will weaken the impact on the product knowledge of the purchase intension, and it has a part of mediating effect.(13)It has no significant impact on purchase intension just by perceived value. But it has has a significant impact on iPhone’s purchase intension if through product knowledge. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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