以iPhone產品為例探討消費者購買意願

The Study of Consumer Buying Intentions of iPhone

李麗華(Lih Hwa Lee)

指導教授 ： 黃曼琴

淡江大學/管理學院/全球華商經營管理數位學習碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00116

摘要

近年來通訊科技的進步，改變了人與人溝通的方式及打破空間的限制，而行動電話的需求增加更加深人們對它的依賴， 因此高度整合及多功能之智慧型手持裝置隨之因應而生並蔚為風潮。鑒於智慧型手機的需求普遍且急遽擴增，本研究特挑選品牌知名度高、實用性強、貼近市場需求且廣獲消費者青睞的iPhone智慧型手機為例，進行探討一般消費者對iPhone之產品知識、產品屬性、蒐尋成本對知覺品質影響的程度，以及分析消費者購買iPhone的意願受知覺品質Perceived Quality影響的程度。

由於筆者服務於電信業，為期能與工作實務結合，以提供手機廠商未來擬定行銷策略及方向參考。研究結果顯示iPhone產品所具備的服務功能與消費者使用智慧型手機的經驗，會影響消費者決定是否購買iPhone，同時研究顯示消費者的知覺品質受產品知識及產品屬性有顯著正向影響，雖然知覺品質受蒐尋成本的因素影響並不明顯，但仍有其相關性，最後，發現消費者的購買意願也明顯受知覺品質的影響。

依據研究結果，對廠商在發展智慧型手機時及其行銷策略提出下列三項建議：
1. 注重產品屬性提升知覺品質以增加消費者購買意願
2. 推展產品知識提升知覺品質以增加消費者購買意願。
3. 提升服務品質及強化行銷策略。

關鍵字

產品知識 ； 產品屬性 ； 蒐尋成本 ； 知覺品質 ； 購買意願

並列摘要

The ways of communication and barriers of space among people have been greatly changed by latest telecommunication technologies. As consumers become increasingly reliant on mobile phones, highly-integrated and multi-functional smart phones become promising worldwide. The iPhone, one of the most popular smart phones, is taken as an pilot study of how much degree of perceived quality can be influenced by product knowledge, product characteristics and relative searching cost. Furthermore, the degree of how consumer’s willingness to buy for iPhone which are influenced by perceived quality is also analyzed.
The author serves as an employee at a telecommunication company and takes working experience into account to propose marketing strategies for smart phone suppliers in the near future. The results of this study show that functions provided by iPhone and consumer’s usage experience of smart phones will influence consumer’s decision to buy iPhone. In addition, the influences of product knowledge and product attribute upon consumer’s perceived quality are shown to be significantly positive. Although the perceived quality is insignificantly influenced by searching cost, they are still correlated with each other. Finally, it is also found that consumer’s willingness is significantly influenced by perceived quality.
According to the findings in this study, three kinds of marketing strategies for increasing consumer’s buying willingness are suggested to smart phone suppliers as follows:
1. Focus on product attributes in order to improve perceived quality
2. Promote product knowledge in order to improve perceived quality
3. Improve the quality of services and strengthen the marketing strategies

並列關鍵字

Product Knowledge ； Product Attributes ； Searching Cost ； Perceived Quality ； PurchasingWillingness

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