隨著通訊時代的來臨,使用手機做為通訊傳遞,已成為生活中的必備工具。現在手機的功能非只侷限於單純的語言通訊,而是包含影音功能的資料傳輸,更是自我突顯個人在社群的地位。消費者在購買手機的同時,也包含對所構買品牌的價值認同與信任,因為品牌對於顧客的購買決策有著關鍵性的影響力。 現在,青少年消費能力大幅提升,成為手機市場不可或缺的消費族群,青少年的消費習性與對品牌忠誠度成為學術界與產業界的研究熱門話題,企圖瞭解青少年消費者的購買行為並透過品牌傳遞產品價值,建立重複性購買的品牌忠誠度。 本研究以南區的大專院校之青少年為研究對象,研究採用便利抽樣的問卷調查方式進行,回收之有效問卷總計344份,利用SPSS軟體進行敍述性統計分析、因素分析、信度分析、典型相關分析、迴歸分析、層級迴歸分析等方法,進行研究及假設驗證。 本研究目的主要探討青少年購買手機品牌忠誠度影響因素,研究結果顯示青少年消費特性、品牌形象、促銷活動與品牌忠誠度有顯著相關性,而認知反應之節制效果,亦呈現顯著影響性。
Along with communication age to approaching, The cell phone has become a necessary tool to communicated in the life- Today, the cell phone not only to the language communication but also contains the video- music function and material transmission that reveals personally status in society- The consumer while purchases the cell phone to to constructs value of the brand and trust, the brand has crucial influence to decision-making of customers- Now, the adolesence promoted ability of expenditure and become major group in the cell phone market, adolesence 's expense habits and brand loyalty become topic of discussion in the academic and the industrial field to attempt understand the purchase behavior of young consumer's and brand value that built up the brand loyalty- This study was used to analyze date collected 344 sample including south area of universities and colleges which selects SPSS system for statistical analysis ,factor analysis ,regression analysis and hierarchical regression analysis- The study hypotheses were all supported with the following results demonstrated that: 1- The adolescence consumer, behave, brand imagine,promoted activities and brand loyalty have significance- 2- The cognition response the moderate effect have significance
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