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論文名稱(中文) 影響消費者購買山寨智慧型手機之因素探討
論文名稱(英文) Determinants of Consumer’s Willingness to Purchase Gray-market Smartphones
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 99
學期 2
出版年 100
研究生(中文) 謝宜育
研究生(英文) I-Yu Hsieh
學號 r96981029
學位類別 碩士
語文別 英文
論文頁數 55頁
口試委員 指導教授-廖俊雄
口試委員-呂錦山
口試委員-鄭永祥
口試委員-廖則竣
中文關鍵字 山寨智慧型手機  購買意願  對仿冒品的態度  新奇追求  知覺風險 
英文關鍵字 Gray-market smartphone  Willingness to purchase  Attitude toward counterfeit goods  Novelty seeking  Perceived risk 
學科別分類
中文摘要 本研究透過模型的建構試圖探討影響消費者購買山寨智慧型手機的因素,模型中包含新奇追求、地位性消費、誠實正直與知覺風險,並以消費者對於仿冒品的態度作為中介變數。在各電信業者營運處以面對面訪談的方式蒐集樣本資料,最後,共回收350份樣本,其中有效樣本為238份。
結構方程式模型 (Structure equation modeling , SEM) 為本研究採用的資料分析方法。分析結果發現,消費者對於仿冒品的態度與消費者對於山寨智慧型手機的購買意願之間有正向的因果關係;知覺風險與消費者對於山寨智慧型手機的購買意願之間有負向的因果關係;地位性消費與誠實正直與對消費者對於仿冒品的態度之間有負向的關係因果關係;新奇追求與消費者對於仿冒品的態度之間有正向的因果關係。以總效果強度的角度來看,消費者對於仿冒品的態度對消費者對於山寨智慧型手機的購買意願有最強的影響。
最後,本研究試圖了解影響消費者購買山寨智慧型手機的因素,並透過資料分析的結果,能夠提供管理意涵給予品牌智慧型手機業者與政府。在本研究的管理意涵中指出,品牌智慧型手機業者高頻率的推出新機種是一個有效的行銷策略,藉此,能捕捉消費者的目光與保持對該品牌的新鮮感,並提供消費者多樣化的選擇以彰顯消費者試圖傳達的特質或形像。此外,品牌智慧型手機業者也需提供消費者良好的產品品質與售後服務,以降低消費者在使用上的不確定性並提升消費者對該品牌產品的需求。在給政府的管理意涵中指出,對於需求面作規範是應該被執行的,例如:透過官方的各種管道教育消費者,使用或購買山寨智慧型手機會被視為是間接或直接的支持違法的行為,並立法禁止山寨智慧型手機的購買行為與國際行動設備識別碼 (IMEI) 的交易。新產品上市時,相關單位嚴格的產品檢測也是需要被落實的,例如:更嚴格的生物體單位質量對電磁波能量比吸收率 (SAR) 的訂定。
英文摘要 The study analyzes the influential factors of consumers’ willingness to purchase gray-market smartphones by considering the model of novelty seeking, status consumption, integrity and perceived risk. Attitude toward counterfeit is used as mediation in the model. The causalities in the model of problematic willingness of consumer to purchase gray-market smartphones are hypothesized. A total sample of 350 respondents with 238 effectives is collected by interviewing with questionnaires at the service counters of telecommunications operators.
Structure equation modeling (SEM) is adopted in the analysis. Consumers’ attitude toward counterfeit goods is found to be positively related to the willingness of consumers to purchase gray-market smartphones, but perceived risk is negatively related to consumers’ willingness to purchase. As for personality constructs, integrity and status consumption are found to be negatively related to consumers’ attitude toward counterfeit goods, but novelty seeking is positively related to the attitude. In terms of the total effects, the construct of consumers’ attitude toward counterfeit goods has the strongest impacts on consumers’ willingness to purchase gray-market smartphones, followed by novelty seeking and perceived risk.
Managerial implications for branded smartphone manufacturers and telecommunications regulators are provided as follow. Frequent launches of various new branded smartphone models are effective strategies to provide users different use experiences, maintain the freshness to manufacturers’ brand, and symbolize users’ social status. These acts allow users to express their personalities and styles and satisfy their entertaining and professional images in order to continuously capture users’ eyes. Branded smartphones’ durability for usage and well-found post sale service are key factors to reduce the uncertainty related to the use of genuine smartphones and drive up the demand. The authorities should consider the policy on the deterrence on the demand side of gray-market smartphones. For example, the public should be educated by the fact that purchasing gray-market smartphones is seen as indirectly supporting the criminal activities of pirated copyright goods. Laws on the prohibition on purchase behavior of gray-market smartphones and on transaction of legitimate IMEI code can be considered and legislated. The examination official product tests should be implemented by the regulators for every model no matter of branded and white brand smartphones before it is put on sales in the market. Finally, stricter SAR value should be set to protect the public’s health from the danger of electromagnetic waves.
論文目次 TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Objective 5
CHAPTER 2 CONCEPTUAL DEVELOPMENT AND HYPOTHESES 6
2.1 Conceptual Model Development 6
2.2 Willingness to Purchase Gray-market Smartphones and its Influential Factors 7
2.2.1 Willingness to Purchase Gray-market Smartphones 7
2.2.2 Novelty Seeking 7
2.2.3 Integrity 8
2.2.4 Status Consumption 9
2.2.5 Attitude toward Counterfeit Goods 10
2.2.6 Perceived Risk 11
CHAPTER 3 METHODOLOGY 13
3.1 Research Model 13
3.2 Measurement Development 14
3.3 Data Collection and Sampling 15
3.4 Analysis Method 15
3.4.1 Descriptive Statistic Analysis 15
3.4.2 Exploratory Factor Analysis 15
3.4.3 Reliability 16
3.4.4 Convergent Validity 16
3.4.5 Discriminant Validity 17
3.4.6 Confirmatory Factor Analysis 17
3.4.7 Structural Equation Modeling 17
CHAPTER 4 RESULTS AND EMPIRICAL ANALYSIS 19
4.1 Respondents Profile and Descriptive Statistics 19
4.1.1 Profile of Respondents 19
4.1.2 Descriptive Statistics 21
4.2 Result of Data Analysis 23
4.2.1 Factor Analysis 23
4.2.2 Reliability Test 26
4.2.3 Convergent Validity 27
4.2.4 Discriminant Validity 28
4.3 Confirmatory Analysis 29
4.4 Structural Equation Modeling 30
CHAPTER 5 CONCLUSION 37
5.1 Conclusion and Discussion 37
5.2 Managerial Implication 38
5.3 Limitation and Future Research 40
REFERENCE 43
APPENDIX: QUESTIONNAIRE IN CHINESE 52
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