蘋果手機購買意向影響因素之研究：以越南為例

近年來全球智慧型手機市場，尤其在越南，隨著品牌之間的競爭激烈，已經有許多變化。根據國際數據公司（IDC）最新報告顯示，蘋果iPhone在全球市場的客戶量有所減少，而其他類型的智慧手機則迅速增加。透過對越南消費者購買iPhone的意願調查，我們可以更了解越南消費者對iPhone的想法。本研究利用應用理論，包括科技接受模型、整合性科技接受模式、和消費者行為模式等，進行400份問卷調查，了解越南受訪者背景與購買意願。結果發現對於越南iPhone消費者的購買意願有五項主要顯著因素，認知有用性、認知易用性、品牌形象、產品特點和社會影響力。在研究調查當中，產品特點是最顯著的因素。此外，人口特徵和地理區域也具有顯著影響。本研究可為正在越南起步的蘋果公司提供具體影響越南消費者的購買意願的參考資訊。

關鍵字

iPhone ； Purchase Intention ； Technology Acceptance Model ； Unified Theory of Acceptance and Use of Technology ； Vietnam

並列摘要

In recent years, the global smartphone market in general and in Vietnam in particular have had lots of fluctuations with the fierce competition among brands. According to the latest report published by the International Data Corporation (IDC), the amount of customers of Apple’s iPhone in the worldwide market has somewhat declined, while of other kinds of smartphone has quickly increased. The purpose of this quantitative research is to better understand consumer’s taste for iPhone by studying different factors that influence consumer intention to purchase an iPhone over other smartphones in Vietnam. By applying theories such as Technology Acceptance Model, Unified Theory of Acceptance and Use of Technology, and Model of Consumer Behavior, etc., the research is to develop hypothetically suitable theoretical model that is then empirically tested throughout a survey of 400 respondents, from diverse backgrounds, in Vietnam. The results show that the five main factors that positively and significantly influence Vietnamese consumers’ purchase intention towards iPhone are Perceived Usefulness, Perceived Ease of Use, Brand Image, Product Features and Social Influence. The most substantial factor amongst investigated ones is Product Features. Demographic features, besides, or Geographic Region also significantly affects the dependent variable. This study will partially give administrators of the Apple a more specific look with the useful reference information on iPhone market in Vietnam where it has just actually set foot.

並列關鍵字

iPhone ；購買意向；越南

參考文獻

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蘋果手機購買意向影響因素之研究：以越南為例

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