智慧型手機越來越普遍 、成為現代人不可缺少的東西 、而手機價格越來越降低 、生產手機的門檻越來越小 、 因此廠商參加智慧型手機的市場越多就競爭劇烈 。 由於對消費者有利有多樣產品可選 。 這樣情況之下手機廠商如何吸引消費者購買產品 ? 消費者會被廠商的品牌吸引嗎? 本研究主要探討消費者使用智慧型手機時 、品牌形象、品牌利益、服務品質、滿意度對消費者的購買意願之關係和影響程度 。本研究採用問卷調查法進行實證研究採用驗證性因素分析進行信效度分析,並透過迴歸分析驗證本研究之假說。本研究發現: 品牌形象與品牌利益都有正向顯著影響到消費者的購買意願與影響力還很強。服務品質與滿意度也有正向顯著影響到消費者的購買意願與影響力 。建議各手機廠商要不斷提升自己的品牌形象與產品品質、服務品質讓消費者最滿意。
Smartphone are becoming more and more common, becoming indispensable to modern people, and smartphone prices are getting lower , the threshold of the production of smartphone is getting smaller , too many manufacturers to participate in the smartphone market, the more intense competition. As a result of the variety of products available to consumers. In this case , how to smartphone manufacturers to attract consumers to buy products? Consumers will be the manufacturer's brand to attract it? This study focuses in the consumer using smartphone , the relationship between the brand image and the brand's interest on the purchase intention of the consumer and the degree of influence. In this study , using the questionnaire survey to carry out empirical research . Confirmatory factor analysis is adopted to examine the reliability and validity of measurement. And the study uses regression analysis to verify the hypotheses. The result shows that : brand image and brand interests have a significant impact on the consumer's desire to buy and influence is still very strong.