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  • 學位論文

以品牌權益與轉換成本探討消費者智慧型手機品牌轉換之決策

Analyzing the Consumer Brand Switching of Smart Phone on Brand Equity and Switching Costs

指導教授 : 陳筱琪

摘要


現今智慧型手機市場百家爭鳴且競爭越趨白熱化,且消費者在進行手機品牌轉換時也越趨容易,在市場有限的情況下,智慧型手機之軟體與硬體是各家手機大廠絞盡腦汁紛紛尋求創新的方法外,手機品牌的塑造也是手機廠商較勁的因素,而品牌權益則是吸引消費者轉換的因素,然而,消費者在轉換的過程中勢必會產生轉換成本,當兩者情況並存時,消費者會如何抉擇將是本研究探討的重點,故本研究期望從研究iPhone的品牌權益與轉換成本探討消費者手機品牌轉換時之決策因素,藉此提供智慧型手機廠商更多的策略方向。 本研究以量化為主,調查消費者轉換至iPhone時決策之因素,再以迴歸分析個別因素以及兩因素之交互作用,以驗證研究概念,分析品牌權益與轉換成本對於消費者品牌轉換時其重要性程度,屆時提供給手機廠商擬定策略之思維。 研究結果顯示,品牌權益底下之品牌忠誠度、品牌知名度、知覺品質;轉換成本底下之經濟風險成本、評估成本、學習成本、利益損失成本、品牌關係損失成本,對消費者轉換至iPhone有顯著影響,而在品牌權益的影響下,轉換成本中的經濟風險成本、評估成本、利益損失成本、品牌關係損失成本對品牌轉換有顯著影響,然而值得一提的是,在交互作用中,高品牌權益對消費者品牌轉換時之影響較轉換成本來的大,故本研究建議手機廠商投入資源塑造品牌權益,並藉此獲得效益。

並列摘要


Nowadays, smart phone’s market has been flourishing and the competition also been more and more intense. Also, customers conduct cell phone’s brand switching has been more easily. Under the situation of limited market, each mobile phone manufacturers all rack their brain to seek innovative software and hardware of smart phones. Moreover, establishing mobile phone brands are also phone manufacturers’ competing factor. And, brand equity is the element that attracts customers to transfer. However, in the process of transferring, the customers is bound to produce switching costs. While the two situations co-exist with each other, how will the customers decide is going to be the emphasis for this study to explore. Thus, this study expect to provide smart phone manufacturers more directions of tactic by study iPhone’s brand equity and switching costs to explore the critical element while the customers make brand switching on cell phone. This study is based on quantification, investigating the decision factor which happens while customers transfer to iPhone. Then, using regression analysis to analyze individual factors and the interaction of the two elements so as to certify the study’s concept. Also, analyzing the importance of brand equity and switching costs to the customers while conducting brand switching. The result shows that brand loyalty, name awareness, perceived quality of brand equity and economic risk costs, evaluation costs, learning costs, benefit loss costs and brand relationship costs of switching costs influence the customers a lot while transferring to iPhone. The various way for manufacturers to remain old and new clients is raising switching costs or reducing them for clients to enter. And, under the effect of brand equity, economic risk costs, evaluation costs, benefit loss costs and brand relationship costs of switching costs affect brand switching obviously. However, it’s worth mentioning that the influence of brand equity to customers’ brand switching is bigger than that of switching costs. As a result, this study suggests that the manufacturers invest resources to establish brand equity and thereby obtaining benefits.

參考文獻


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