品牌權益與產品屬性對消費者購買智慧型手機行為之影響

近年來，人手一台智慧型手機已是相當普遍的一個情況了，它與我們的生活息息相關，由於上網的限制性被打破，人們可隨時隨地查詢資料，因此許多相應的手機軟體應運而生，一些身在異地會碰到的問題，如今也都可以輕鬆解決。在面對市面上各式各樣的智慧型手機時，品牌以往是影響消費者購買決策時的關鍵因素之一。也因智慧型手機已達相當普及的情況了，競爭是越來越激烈，消費者在做購買決策時，首要考慮的似乎不再是以品牌為最主要的考量了，而是更重視智慧型手機這個產品本身的屬性，每個消費者對於智慧型手機重視的功能屬性皆不同，消費者他們在購買時，他們買的不僅僅是智慧型手機本身，同時也包含它能為消費者帶來什麼利益或是能幫助消費者解決什麼問題，此為本研究重點。本研究之整體概念架構是採用Aaker之品牌權益模式，而消費者行為理論是以EKB模式作為基礎，研究變數包含人口統計變數、產品屬性變數、品牌權益變數、與消費實態變數，共4組變數。本研究透過網路問卷之方式對曾購買過智慧型手機之消費者進行抽樣調查，共回收450份，扣除無效問卷後之有效問卷共421份，最後利用統計軟體SPSS進行因素分析、卡方檢定、變異數分析及迴歸分析。研究結果顯示，不同人口統計變數之消費者對於智慧型手機之產品屬性重視程度和品牌權益認知程度皆具有顯著差異，且發現產品屬性對於購買金額的影響程度是大於品牌權益的，最後根據本研究結果，提高消費者對於品牌之知覺的部分，以及應更加重視智慧型手機產品屬性特性，以提升產品對消費者之吸引力。

關鍵字

智慧型手機；消費者行為；產品屬性；品牌權益

並列摘要

In recent, almost everyone has a smartphone. Somebody even can’t live without it. We can use it anywhere, use it to search what we want to know, almost use it to do everything and solve many problems immediately. The corresponding apps come into being. Smartphone is so common that the brand equity apparently becomes more important. It’s a key factor that influences consumers’ decision making. The market of smartphones is very competitive. Instead of regarding the brand as the primary consideration, consumers pay more attention to the smartphone itself when making their decisions. Consumers pay attention to the different attributes of smartphones. The smartphones they buy not only just the products, but also contain the benefits they bring or the problems they solve for the consumers. The study uses Aaker’s brandy equity model as the frame of the study and also uses EKB model as the base of the consumer behavior. Consumers who have bought the smartphone before are the survey objects, and 421 valid questionnaires are collected and use SPSS to do the statistical analysis. The result shows that different demographic variables have significant difference on product attribute and brand equity. Moreover, the influence of product attribute is stronger than brand equity. Finally, based on this study, it is proposed the suggestions for the industry’s information with regard to the brand strategies and arising the consumer’s brand awareness. Also, pay more attention to the product attributes of smartphone to attract more consumers’ attention.