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產品創新與知覺價格對於品牌權益與消費者購買意願之影響 - 以手機無線配件...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

產品創新與知覺價格對於品牌權益與消費者購買意願之影響 - 以手機無線配件為例 = The Effect of Product Innovation and Perceived Price on Brand Equity and Purchase Intention: A Case of Mobile Phone Wireless Accessaries

Record Type:	Language materials, printed : monographic
Paralel Title:	The Effect of Product Innovation and Perceived Price on Brand Equity and Purchase Intention: A Case of Mobile Phone Wireless Accessaries
Author:	謝志村,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2013[民102]
Description:	90面圖，表格 : 30公分;
Subject:	ODM
Subject:	OEM
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/16395911104674550208
Notes:	參考書目：面68-77
Notes:	102年10月31日公開
Summary:	台灣的電子製造業有很大的比重以OEM代工為主，不但缺乏關鍵技術能力，加上國內還有為數眾多的競爭者，偏重於產能與價格競爭。2012年以來全球經濟受到歐債危機及美國經濟減緩影響，台灣電子產業不管是OEM或是ODM，乃甚至於JDM，台灣工廠為求生存，不僅要與自家人搶單，還得與中國、韓國等其他國家廠商拼鬥。大部分代工業者的因應之道，多只是不斷降低成本，結果，就算營收勉強撐住，毛利率及營業利益率卻不斷被擠壓。消費者對消費性電子產品的購買意願常取決於產品的品牌權益、產品創新能力及知覺價格，因此本研究以HTC與SONY手機無線配件產品為例，討論產品創新與品牌權益對知覺價格及消費者購買意願的關係，再歸納分析結果，提出結論與建議，以提供手機無線配件的設計及生產業者的參考改進，並期有助於業者績效及消費者滿意度之提升。本研究採用結構方程式(Structural equation modeling, SEM)之淨最小平方法(Partial Least Squares, PLS)作為分析方法，，問卷設計採用李克特五點尺度衡量指標，特別將問卷分為二家手機品牌公司HTC & Sony二份，做相同問項，藉目標品牌公司來了解其公司產品的產品創新、品牌權益、知覺價格以及其品牌在消費者中的購買意願，提高問卷的效度。主要針對全台各個地區的民眾，持有手機的消費者，透過人際關係，或網路的方式發放問卷，回收113份有效問卷樣本數。針對此113份問卷進行分析與討論。研究結果顯示： (1) 產品創新對知覺價格有正面且顯著的影響。(2)品牌權益對知覺價格有正面且顯著的影響。(3) 知覺價格對消費者購買意願有正面且顯著的影響。(4)產品創新對消費者購買意願有正面且顯著的影響。(5)品牌權益對消費者購買意願有正面且顯著的影響。 Taiwan's electronics industry has a large proportion of OEM-based, not only lack of key technical capabilities, but there are a large number of domestic competitors. They only can emphasize on production capacity and price competition. Since 2012, the global economy had impact due to the European debt crisis and the U.S. economic slowdown, in order to survive, the OEM or ODM, even JDM of Taiwan's electronics industry have to contend the orders from not only domestic competitors but fighting with companies in China, Korea and other countries. The response of most industries continue to reduce cost prices. As a result, even if reluctantly keeping revenue, gross profit margin and operating profit margin are constantly being squeezed.The purchase intention of consumer for consumer products depends on the product's brand equity, product innovation capabilities and perceived price. Therefore, this research take mobile phone wireless accessaries of HTC company and SONY company as an empirical study object to discuss the relationship among product innovation and brand equity to perceived price and effect and to purchase intention. Having summarized and analyzed the results, conclusions and suggestions will be made as reference to provide to the designer and manufacturer of mobile wireless accessories for improvement while increasing industry performance and consumer satisfaction.Methodologically, this research employs the net least squares method (Partial Least Squares, PLS) of Structural Equation Modeling (SEM). The design of the questionnaire is based on a five point Likert Scale. The questionnaire is divided into 2 copies for two mobile phone brand companies, HTC & SONY to understand their company's product innovation, brand equity, perceived price and its consumer purchase intension. And to improve the validity of the questionnaire, the survey were collected with 113 valid questionnaires and conducted empirical analysis. From the results we found: (1) Product innovation is positively associated with the perceived price.(2) Brand equity is positively associated with the perceived price.(3) Perceived price is positively associated with the purchase intension.(4) Product innovation is positively associated with the purchase intension.(5) Brand equity is positively associated with the purchase intension.

產品創新與知覺價格對於品牌權益與消費者購買意願之影響 - 以手機無線配件為例 = The Effect of Product Innovation and Perceived Price on Brand Equity and Purchase Intention: A Case of Mobile Phone Wireless Accessaries
謝, 志村

產品創新與知覺價格對於品牌權益與消費者購買意願之影響 - 以手機無線配件為例 = The Effect of Product Innovation and Perceived Price on Brand Equity and Purchase Intention: A Case of Mobile Phone Wireless Accessaries / 謝志村撰 - [高雄市] : 撰者, 2013[民102]. - 90面 ; 圖，表格 ; 30公分.
參考書目：面68-77102年10月31日公開.
ODMOEM

產品創新與知覺價格對於品牌權益與消費者購買意願之影響 - 以手機無線配件為例 = The Effect of Product Innovation and Perceived Price on Brand Equity and Purchase Intention: A Case of Mobile Phone Wireless Accessaries
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330 $a 台灣的電子製造業有很大的比重以OEM代工為主，不但缺乏關鍵技術能力，加上國內還有為數眾多的競爭者，偏重於產能與價格競爭。2012年以來全球經濟受到歐債危機及美國經濟減緩影響，台灣電子產業不管是OEM或是ODM，乃甚至於JDM，台灣工廠為求生存，不僅要與自家人搶單，還得與中國、韓國等其他國家廠商拼鬥。大部分代工業者的因應之道，多只是不斷降低成本，結果，就算營收勉強撐住，毛利率及營業利益率卻不斷被擠壓。消費者對消費性電子產品的購買意願常取決於產品的品牌權益、產品創新能力及知覺價格，因此本研究以HTC與SONY手機無線配件產品為例，討論產品創新與品牌權益對知覺價格及消費者購買意願的關係，再歸納分析結果，提出結論與建議，以提供手機無線配件的設計及生產業者的參考改進，並期有助於業者績效及消費者滿意度之提升。本研究採用結構方程式(Structural equation modeling, SEM)之淨最小平方法(Partial Least Squares, PLS)作為分析方法，，問卷設計採用李克特五點尺度衡量指標，特別將問卷分為二家手機品牌公司HTC & Sony二份，做相同問項，藉目標品牌公司來了解其公司產品的產品創新、品牌權益、知覺價格以及其品牌在消費者中的購買意願，提高問卷的效度。主要針對全台各個地區的民眾，持有手機的消費者，透過人際關係，或網路的方式發放問卷，回收113份有效問卷樣本數。針對此113份問卷進行分析與討論。研究結果顯示： (1) 產品創新對知覺價格有正面且顯著的影響。(2)品牌權益對知覺價格有正面且顯著的影響。(3) 知覺價格對消費者購買意願有正面且顯著的影響。(4)產品創新對消費者購買意願有正面且顯著的影響。(5)品牌權益對消費者購買意願有正面且顯著的影響。 Taiwan's electronics industry has a large proportion of OEM-based, not only lack of key technical capabilities, but there are a large number of domestic competitors. They only can emphasize on production capacity and price competition. Since 2012, the global economy had impact due to the European debt crisis and the U.S. economic slowdown, in order to survive, the OEM or ODM, even JDM of Taiwan's electronics industry have to contend the orders from not only domestic competitors but fighting with companies in China, Korea and other countries. The response of most industries continue to reduce cost prices. As a result, even if reluctantly keeping revenue, gross profit margin and operating profit margin are constantly being squeezed.The purchase intention of consumer for consumer products depends on the product's brand equity, product innovation capabilities and perceived price. Therefore, this research take mobile phone wireless accessaries of HTC company and SONY company as an empirical study object to discuss the relationship among product innovation and brand equity to perceived price and effect and to purchase intention. Having summarized and analyzed the results, conclusions and suggestions will be made as reference to provide to the designer and manufacturer of mobile wireless accessories for improvement while increasing industry performance and consumer satisfaction.Methodologically, this research employs the net least squares method (Partial Least Squares, PLS) of Structural Equation Modeling (SEM). The design of the questionnaire is based on a five point Likert Scale. The questionnaire is divided into 2 copies for two mobile phone brand companies, HTC & SONY to understand their company's product innovation, brand equity, perceived price and its consumer purchase intension. And to improve the validity of the questionnaire, the survey were collected with 113 valid questionnaires and conducted empirical analysis. From the results we found: (1) Product innovation is positively associated with the perceived price.(2) Brand equity is positively associated with the perceived price.(3) Perceived price is positively associated with the purchase intension.(4) Product innovation is positively associated with the purchase intension.(5) Brand equity is positively associated with the purchase intension.
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