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系統識別號 U0026-0509201122200000
論文名稱(中文) 山寨手機購買意願及其影響因素之研究
論文名稱(英文) The Study of affected factors on purchase intention for Shanzhai cell phone
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系專班
系所名稱(英) Department of Industrial and Information Management (on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 吳旭昇
研究生(英文) Hsu-Sheng Wu
學號 R3797124
學位類別 碩士
語文別 中文
論文頁數 58頁
口試委員 指導教授-王惠嘉
口試委員-王維聰
口試委員-謝佩璇
中文關鍵字 知覺價格  知覺品質  知覺風險  知覺價值  品牌權益  購買意願  山寨手機 
英文關鍵字 perceived price  perceived quality  perceived risk  perceived value  brand equity  purchase intention  Shanzhai cell phone 
學科別分類
中文摘要 山寨手機以其低價、功能多樣、外型出眾等特色,在中國佔有約22%的手機市場,全球手機市場也可望超越20%,而在台灣市場佔有率則不到5%。但目前對於這種消費端的差異研究較少,大多數關於山寨手機的研究,都集中於文化影響層面,因此本研究透過探討消費者對山寨手機之購買意願及其影響因素,期望提供電子通訊業者在行銷低品牌權益產品時的參考,使其能認識消費者購買意圖,擬定適當的行銷模式以提升企業競爭力。
本研究整理相關文獻後,決定探討知覺價格、知覺品質、知覺風險、知覺價值、品牌權益與購買意願之間的因果關係,利用結構方程模式(Structural Equation Modeling)做為資料分析方法,以驗證各項假設,調查範圍針對台灣民眾,利用網路問卷方式收集資料,有效樣本數目總計310份,經分析後所得之結論如下
1.山寨手機的知覺價值對於購買意願沒有顯著的影響。
2.手機之品牌權益對於購買意願有顯著的正向影響,且品牌權益主導消費者的購買意願。
英文摘要 Shanzhai cell phone with its low-cost, multi-function, fashion appearance and other characteristics, rapidly expand its market share. There are 22% China market share of cell phone market and over 20% global market share, but interestingly less than 5% in Taiwan. For the difference consumer behavior, most studies on cell phone are focused on the level of cultural influence, this study explored consumers' cell phone through the purchase intention and its influencing factors, those who expect to provide electronic communications low brand equity in the marketing of reference products, to enable them to understand consumers' purchase intentions, the development of appropriate marketing model to improve the competitiveness of enterprises.
Based on literature and our own finding, the study investigates the relationship and design the model among perceived price, perceived quality, perceived risk, perceived value, brand equity and purchase intention. After the model had been tested with the method of structure equation modeling, the results demonstrate that perceived value have no significant influence purchase intention for the Shanzhai cell phone, and brand equity leads purchase intention.
論文目次 摘 要 iii
第一章 緒論 1
第一節 研究動機 1
第二節 研究背景 1
第三節 研究目的 5
第四節 研究方法及架構 6
第二章 文獻探討 8
第一節 知覺價格 8
第二節 知覺品質 10
第三節 知覺風險 12
第四節 知覺價值 13
第五節 品牌權益 14
第六節 購買意願 16
第三章 研究設計與方法 18
第一節 研究架構 18
第二節 研究假說 19
第三節 問卷設計 21
第四節 調查方法 24
第五節 資料分析方法 25
第四章 研究結果 29
第一節 樣本結構分析 29
第二節 敘述性統計 31
第三節 信度分析 35
第四節 效度分析 35
第五節 衡量模型 39
第六節 線性結構模式分析 42
第七節 研究結果 45
第五章 結論與建議 48
第一節 研究結論 48
第二節 管理意涵 49
第三節 研究限制 50
第四節 後續研究建議 51
參考文獻 52
附錄—問卷 56


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