臺灣博碩士論文加值系統

本研究背景為國內各相關產業相繼投入智慧型手機開發，而市場亦預估智慧型手機需求量將大幅提升的情形下產生研究動機，故研究目的期望了解消費者所重視的智慧型手機產品功能、品牌形象、知覺品質，並探討其購買意願等，以做成相關之智慧型手機行銷建議，俾供參考。
本研究以一般消費者觀點並參考專家意見，探討智慧型手機產品功能、品牌形象以及知覺品質與消費者購買意願之關係。本研究方法以問卷調查為主，透過紙本及網路問卷邀請台灣不同地區之消費者進行隨機抽樣調查，共取得406份有效問卷進行統計分析。分析方法包括因素分析、信度分析、迴歸分析、t檢定、單變數與多變數分析以及區別分析等。此外，再針對統計分析所得到的結論，邀請消費者及專家進行深度訪談，以補足問卷調查未能發現的消費者需求。
研究結果發現：(一)就智慧型手機購買意願而言，以產品功能、品牌形象，以及知覺品質等三構面並行的行銷方式影響程度最大、以產品功能單一構面的影響程度最小。 (二) 消費者認為智慧型手機品牌形象是獨特有趣的，但是，會促使消費者選購的品牌則是具備品質值得信賴的形象，以及消費者印象深刻的品牌。(三)整體而言，消費者認為智慧型手機是昂貴的商品，但其中仍有超過半數的人對於智慧型手機具有高度購買意願。(四)消費者願意對於品質較佳的手機支付較多的購買價金，而不是較知名的品牌或產品功能較齊全的手機。

Consumers’ demand of smart phone in the near future would increase greatly and now, companies in different industries take it as their new business. This study is to find out the key factor of consumers’ demand on smart phone product function, brand image, perceived quality and purchase intention in order to provide suggestions to those in smart phone business management.
This study probes into the relationship among product function, brand image, perceived quality and purchase intention of smart phone from the view of customer and the expert. The research methodology focuses on the questionnaire, both documental and online format, randomly collect 406 effective results from consumers from areas in Taiwan. The ways of analysis include factor analysis, credibility analysis, regression analysis, t Test, ANOVA, MANOVA and discriminate analysis that in depth discussion with consumers and the expert is also included to know those customer demand that couldn’t be found out from statistical analysis above.
The study outcomes are(1)Elements in the three aspects of product function, brand image and perceived quality influence most on the purchase intention of smart phone and it has the less effect when only those in product function are considered.(2)Consumers think smart phone brand image is unique and interesting, however, the brand image would rise purchase intention when it is trustworthy of quality commitment and impressive to consumers.(3)In general, consumers take smart phone as a kind of expensive commodity, but, more than half of those belong to consumers of high degree purchase intention.(4)Consumers are not willing to pay more for smart phone of higher brand reputation or more functions but for those of better quality.

摘 要 II
ABSTRACT III
誌 謝 IV
目 錄 V
表 目 錄 VII
圖 目 錄 X
第一章、緒論 - 1 -
第一節 研究背景與動機 - 1 -
第二節 研究目的 - 2 -
第三節 研究流程 - 4 -
第二章、文獻探討 - 5 -
第一節 產品功能 - 5 -
第二節 品牌形象 - 6 -
第三節 知覺品質 - 11 -
第四節 購買意願 - 13 -
第五節 各研究變數之間的關係 - 16 -
第三章、研究方法 - 18 -
第一節 研究架構與研究假設 - 18 -
第二節 問卷設計過程與操作性定義 - 20 -
第三節 抽樣方法 - 25 -
第四節 資料分析方法 - 25 -
第五節 焦點團體討論法與深度訪談 - 28 -
第六節 研究限制 - 28 -
第四章、研究發現 - 30 -
第一節 實證結果 - 30 -
第二節 深度訪談結果 - 58 -
第五章、研究結論與建議 - 64 -
第一節 研究結論 - 64 -
第二節 研究建議 - 67 -
參考文獻 - 76 -
一、中文部份 - 76 -
二、英文部分 - 78 -
附錄一 - 81 -
問卷內容 - 81 -
附錄二 - 85 -
消費者訪談記錄 - 85 -
附錄三 - 92 -
專家訪談記錄 - 92 -

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