智慧型手機品牌認知、消費者評論、知覺價值、知覺品質與價格對購買意願影響之研究－以越南為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/26903

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Title:	智慧型手機品牌認知、消費者評論、知覺價值、知覺品質與價格對購買意願影響之研究－以越南為例
Other Titles:	The Study of the Influence Among Brand Awareness, Customer Review, Perceived Value, Perceived Quality and Price on Purchase Intention--An Example of Vietnam
Authors:	阮友黃 NGUYEN HUU HOANG
Contributors:	企業管理學系管理科學碩博士班紀信光 CHI, HSIN-KUANG
Keywords:	價格;知覺品質;知覺價值;消費者評論;品牌認知;購買意願 Perceived Quality;Perceived Value;Customer Review;Brand Awareness;Price;Purchase Intention
Date:	2019
Issue Date:	2019-03-14 16:15:44 (UTC+8)
Abstract:	本研究探討了智慧手機購買意向的一般理論以及影響智慧手機購買意向的因素。本研究基於理論基礎和先前研究因素對購買意願手機意圖的影響，為該主題提出研究模型並進行定量研究。本研究使用了一個帶有5分李克特量表的問捲進行數據收集，以及來自越南的437名受訪者的樣本。定量研究表明，品牌認知、消費者評論、知覺價值、知覺品質與價因素對智慧手機購買意願產生積極影響。本研究知覺價值對品牌知名度與購買意向關係的調節作用，價格對知覺品質與購買意向關係的調節作用。公司應發起產品試用，如此消費者能有產品更多的經驗，以增加消費者購買意願。　　The study presented the general theories of smartphone buying behavior and the factors influencing smartphone purchase intentions. The study based on theoretical foundations and previous studies on the influence of factors on the intent to purchase smartphones to propose research models for the topic and conduct quantitative research. The research used a questionnaire with a 5-point Likert scale for data collection and a sample of 437 respondents from the Vietnam. The study revealed that factors such as brand awareness, customer review, perceived value, perceived quality, price have a positive impact on smartphone purchase intention. The moderating effect of perceived value on the relationship of brand awareness and purchase intention. In addition, customer review is a partial mediator between influence perceived value with purchase intention. Companies should organize product trial programs so that customers can get more experience about the features of the product. Thus, their buying intent will be higher.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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