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智慧型手機之品牌權益對購買意願影響之研究-以開放式創新與顧客滿意度三因子...

國立高雄大學亞太工商管理學系碩士班

智慧型手機之品牌權益對購買意願影響之研究-以開放式創新與顧客滿意度三因子為調節變數 = A Study of the Impact of Smartphone’s Brand Equity on Purchasing Willingness-Take Open Innovation and Three-Factor Customer Satisfaction as Moderation Variables

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of the Impact of Smartphone’s Brand Equity on Purchasing Willingness-Take Open Innovation and Three-Factor Customer Satisfaction as Moderation Variables
作者:	蔡東澐,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2014[民103]
面頁冊數:	119面圖，表 : 30公分;
標題:	智慧型手機
標題:	Smartphone
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/20153362159257689671
附註:	參考書目：面92-100
附註:	103年12月16日公開
摘要註:	隨著全球通訊產業的快速發展之下，各家智慧型手機大廠積極推出各式各樣的手機款式，無論是外觀造型或者是使用介面的設計，各家廠商無不使出混身解數，並持續創新。而智慧型手機廠商眾多，如果要讓消費者挑選自家品牌，則企業應該加強其品牌獨特的方面，讓消費者眼睛能為之一亮，增加消費者購買該品牌手機的意願。另外，在開放式創新與顧客滿意度三因子所扮演的角色，也可能會影響品牌權益與購買意願之間的關係。因此，本研究以智慧型手機產業為研究對象，經由實證方法探討品牌權益對購買意願之影響，並進一步探討顧客滿意度三因子在品牌權益與購買意願之間的調節效果以及開放式創新在品牌權益與購買意願之間的調節效果。本研究運用問卷調查回收273份有效問卷，以SPSS為分析工具，使用迴歸分析探討品牌權益與購買意願之間的主效果，並利用階層迴歸分析探討顧客滿意度三因子與開放式創新在品牌權益與購買意願之間的調節效果。研究結果顯示:(1)智慧型手機之品牌權益對顧客購買意願有顯著正向影響，其中品牌忠誠度、知覺品質、其它專屬品牌資產對購買意願有著顯著的正向關係;(2)顧客滿意度三因子中的基本因子與績效因子在品牌權益與購買意願之間具有部份調節效果;(3)開放式創新中的顧客參與程度與共同創造網絡在品牌權益與購買意願之間具有部份調節效果。最後，依據研究結果提出對於智慧型手機產業之管理建議。 With the rapid development of global communication industry, each of the smartphone manufacturers actively launches various mobile phone models. No matter the appearance or user interface design, the manufacturers employ all their skills to keep on innovating. However, the smartphone manufacturers are various. If the enterprises want to attract the consumers to select their own brand, they need to strengthen their brand uniqueness so as to enhance the consumers’ willingness to purchase their mobile phones. Moreover, open innovation and three factors of customer satisfaction might influence the relationship between brand equity and purchasing intention. Therefore, the present study took smartphone industry as the research target to explore the impact of brand equity on purchasing intention via empirical methods, and further investigated the moderating effects of customer satisfaction three factors and open innovation between brand equity and purchasing intention.This study used questionnaire survey and obtained 273 effective samples. The software of SPSS is utilized as the analysis tool. Regression analysis is used to investigate the main effect between brand equity and purchasing intention. Then, hierarchical regression analysis is also adopted to explore the moderating effects of customer satisfaction three factors and open innovation between brand equity and purchasing intention. The results showed that: 1) the brand equity of smartphone has significant positive effect on customers’ purchasing intention, among which the brand loyalty, perceived quality and other proprietary brand assets show significant positive relationship to purchasing intention, 2) the basic factor and performance factor in customer satisfaction three factors possesses partial moderating effect between brand equity and purchasing intention, and 3) the customer participation degree in open innovation and co-created network have partial moderating effect between brand equity and purchasing intention. Finally, based on the results, some managerial suggestions are provided to smartphone industry.

智慧型手機之品牌權益對購買意願影響之研究-以開放式創新與顧客滿意度三因子為調節變數 = A Study of the Impact of Smartphone’s Brand Equity on Purchasing Willingness-Take Open Innovation and Three-Factor Customer Satisfaction as Moderation Variables
蔡, 東澐

智慧型手機之品牌權益對購買意願影響之研究-以開放式創新與顧客滿意度三因子為調節變數 = A Study of the Impact of Smartphone’s Brand Equity on Purchasing Willingness-Take Open Innovation and Three-Factor Customer Satisfaction as Moderation Variables / 蔡東澐撰 - [高雄市] : 撰者, 2014[民103]. - 119面 ; 圖，表 ; 30公分.
參考書目：面92-100103年12月16日公開.
智慧型手機Smartphone

智慧型手機之品牌權益對購買意願影響之研究-以開放式創新與顧客滿意度三因子為調節變數 = A Study of the Impact of Smartphone’s Brand Equity on Purchasing Willingness-Take Open Innovation and Three-Factor Customer Satisfaction as Moderation Variables
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