口碑行銷、系統服務、綠色意識和品牌形象對使用者購買意願分析－以iPhone手機二手市場為例

因科技快速的改革和消費者夠行為改變、導致新產品生命週期快速縮短，而企業們為了爭強自己的競爭優勢，也不斷的推出新產品來滿足顧客，直接造成廢棄手機數量攀升，間接地發現也有人以低價再轉售二手手機。因此在本研究中，我們希望透過品牌形象、綠色意識、口碑行銷、系統服務四大方面，來探討消費者在二手市場中的購買意願，又以蘋果市場為例。本研究使用AMOS軟體進行路徑分析，據研究方法我們則使用李克特五點量表，題項為20小項且請560位受訪者進行問卷測試，本研究結果發現品牌形象、口碑行銷、系統服務、綠色意識因素皆會影響消費者對二手手機的購買意願，故建議業者應善用網際網路、大眾傳播媒體和人群直接推薦策略，提高消費者購買二手慾望，並且讓風險疑慮等等降至最低。

關鍵字

品牌形象；綠色意識；系統服務；口碑行銷；二手手機市場

並列摘要

Rapid technology innovation has vastly shortened new product lifecycles and causes changes in consumers’ purchasing behavior. To maintain their competitive advantages, most companies try to come out with new and innovative functions for their products so as to satisfy the ever-changing appetites of consumers. These actions increase the obsolescence rates of older generation smartphones. We believe that refurbished smartphones can be reused and sold in the secondary market to ensure a sustainable environment. Using both theoretical and empirical methods, we conducted a purchasing analysis of the iPhone secondary market using brand impression, word of mouth marketing, green consciousness, and system service as factors. This study utilized AMOS software to analyze 400 16-item questionnaires that use a 5-point Likert scale. Results obtained showed that brand impression, word of mouth marketing, green consciousness and system service significantly affect consumers’ willingness to purchase. We suggest that sellers should use internet, media and word of mouth to stimulate consumers’ desire to purchase.

並列關鍵字

Smartphone ； Brand impression ； Green conscious ； Word of mouth ； System service

參考文獻

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口碑行銷、系統服務、綠色意識和品牌形象對使用者購買意願分析－以iPhone手機二手市場為例

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