購買智慧型手機的因素-以越南和台灣手機市場為例

越南和台灣都是快速成長的經濟體，智慧型手機的發展在越南和台灣成長非常迅速，智慧型手機已經成為個人生活和企業重要的一部分。隨著近年來智慧型手機使用率的顯著增加，人人擁有智慧型手機已經是一種普遍的趨勢，也越來越能引起公眾注意。智慧型手機潛在市場的增長同時吸引了很多手機製造業者的投資。本研究的主要目的為瞭解影響越南和台灣的消費者購買智慧型手機的因素而更了解消費者購買智慧手機的購買意向。此外，本研究也探討消費者再度購買意願的主要影響因素。本研究使用型 UTAUT 、SERVQUAL模型進行相關研究。結果表明，在台灣，品牌名稱、原產國、產品資訊、績效期望、期望的努力、社會影響力、促進條件這些情況下有顯著影響；而品牌名稱對在越南智慧型手機購買意願行為有顯著的影響。該研究顯示，影響智慧手機的再購意願，越南和台灣分別是兩個因素為客戶的滿意和信任。

關鍵字

智慧手機；購買因素；再購意願；越南；台灣； UTAUT ； SERVQUAL

並列摘要

Vietnam and Taiwan are the rapidly growing economies, the smartphone industry in both Vietnam and Taiwan is developing very quickly and for consumers, the smartphone has become an essential part of personal and business life. Along with the significant increase in the use of smartphones in recent years, the use of smartphone has become a trend among people. Smartphones are becoming more and more noticeable in public. The impressive growth of smartphone industry in these potential markets has been attracting a lot of interest. The purpose of this study is to better understand consumer's taste for smartphones by researching the different factors affecting consumer purchase intention of Smartphone and study the main factors leading to this change in purchase intention in Vietnam and Taiwan. Besides, this study also explores the factors affecting customer repurchase intention of smartphone to have an overall view about customer purchase and post purchase intention. These factors are based on Unified theory of acceptance and use of technology (UTAUT) and Service quality model (SERVQUAL). The results show that there is direct and significant influence among brand name, country of origin, product knowledge, performance expectancy, effort expectancy, social influence, facilitating condition and behavioral intention towards purchase intention of smartphone in Vietnam while in case of Taiwan, all these factors above except for brand name have the direct and significant influence on purchase intention of smartphone. This study also indicates that there are two factors affecting customer repurchase intention of smartphone in both Vietnam and Taiwan namely – customer satisfaction, and trust.

並列關鍵字

Smartphone ； Purchase ； Repurchase ； Vietnam ； Taiwan ； UTAUT ； SERVQUAL

參考文獻

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購買智慧型手機的因素-以越南和台灣手機市場為例

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