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研究生:王銘偉
研究生(外文):Wang,Mingwei 
論文名稱:探討影響智慧型手機知覺價值與滿意度之因素-以iPhone與Samsung為例
指導教授:廖則竣廖則竣引用關係
口試委員:楊欣哲陶蓓麗
口試日期:2012-07-15
學位類別:碩士
校院名稱:國立中正大學
系所名稱:高階主管管理碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:75
中文關鍵詞:知覺價值顧客滿意度智慧型手機品牌形象
外文關鍵詞:Perceived valueCustomer’s SatisfactionSmartphoneBrand Image
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2011年是全球智慧型手機出貨量首次超過電腦的一年(智慧型手機4.88億vs.電腦4.15億)。近來智慧型手機在全球與國內市場熱銷,各品牌大廠除了提供基本功能外,也著重加強消費者對自家的品牌形象,如何藉由品牌形象為消費者創造更深刻的知覺價值進而提高顧客滿意度,為行銷策略上的一大挑戰。本研究目的包括:(1)消費者在使用智慧型手機之後著重的知覺價值為何;(2)品牌形象是否會在消費者的知覺價值及其影響因素之間存在有干擾的關係;(3)消費者知覺價值是否會直接影響其滿意度(4)iPhone與Samsung品牌,消費者各對其知覺價值有無顯著差異。

本研究回收293份有效問卷作為研究調查,採用網路問卷的方式進行調查,資料以PLS為分析方法驗證研究假設。本研究主要針對iPhone及Samsung兩品牌為主要研究對象,因此將樣本分為兩類族群做分析,研究發現如下:
1. 全部樣本(iPhone與Samsung)中,所有知覺價值都會影響顧客滿意度,且品牌形象對功能(性能)價值和情感價值具有調節作用。
2. iPhone使用群樣本中,所有知覺都會影響顧客滿意度,品牌形象對功能(性能)價值、情感價值和社會價值具有調節作用。
3. Samsung使用群樣本中,功能(價格)價值、功能(性能)價值及情感價值會影響顧客滿意度,社會價值不顯著,品牌形象對功能(價格)價值具有調節作用。

2011 is the year which the global smart phone shipments for the first time exceeded the computer (smart phone 488 million vs. computer 415 million).Recently, the smart phone sold well in domestic markets and around the world. Each brand not only provided basic functions, but also focused on strengthening their brand image. How to create a deeper perception of value by the brand image for consumers and thus improve their satisfaction is a major challenge for the marketing strategy. The purpose of this study includes:(1) How is the perceived value after consumers using smart phones. (2) Whether the brand image will interfere consumers' perceived value and its influencing factors(3) Whether consumer perceived value will directly affect their satisfaction.(4) Do consumers have significant differences on perceived value between iPhone and Samsung.
It’s been recycled 293 valid questionnaires in this study, investigated by internet questionnaires, using PLS analysis methods to test the hypotheses. The objects of the study are iPhone and Samsung, and the sample was divided into two groups to analysis. The findings are as follows:
(1) In all samples (iPhone and Samsung), all perceived value would affect customer’s satisfaction, and brand image had adjusting effects on functional (performance) value and emotional value.
(2) In iPhone samples, all perception would affect customer’s satisfaction, and brand image had adjusting effects on functional (performance) value, emotional value, and society value.
(3) In Samsung sample, functional (price) value, functional (performance) value, and emotional value would affect customer satisfaction, society value was not significant, and brand image had adjusting effects on functional (price) value.

目錄
圖目錄 III
表目錄 IV
第一章緒論 5
第一節 研究背景與動機 5
第二節 研究目的與問題 7
第三節 研究流程 9
第二章文獻探討 10
第一節 智慧型手機 10
一、定義與特點 10
二、市場現況與發展趨勢 11
三、智慧型手機系統介紹與比較 13
第二節 知覺價值理論 16
一、定義與意涵 16
二、衡量構面 18
第三節 顧客滿意度 22
一、定義與意涵 22
二、顧客滿意度的相關研究及衡量 24
第三章研究方法 26
第一節 研究模式與假說 26
第二節 研究變數定義與衡量 29
第三節 調查對象與方式 31
第四節 問卷發展 32
第五節 資料分析方法與工具 35
第四章 資料分析方法 37
第一節 樣本結構分析 37
第二節PLS衡量模式分析 41
第三節 研究假說檢定 46
第五章 結論與建議 53
第一節 研究結論 53
第二節研究貢獻 56
第三節 研究限制 57
第四節 未來研究 58
參考文獻 59
中文文獻 59
英文文獻 59
網站資料 66


圖目錄

圖 1知覺價值模型 16
圖 2研究模式 26
圖 3結構模式路徑分析圖(iPhone使用者) 49
圖 4結構模式路徑分析圖(Samsung使用者) 52
圖 5結構模式路徑分析圖(全部使用者) 52








表目錄

表 1本研究之研究流程 9
表 2全球前五大智慧型手機出貨量、市佔率及成長率(單位百萬支) 12
表 3 iOS與Android系統特性比較 15
表 4知覺價值衡量構面 20
表 5本研究所有變數的操作型定義 31
表 6先導測試之信度分析 33
表 7研究各構面之衡量項目 33
表 8樣本基本資料分析 38
表 9 智慧型手機使用經驗 39
表 10衡量問項之平均值與因素負荷量表(iPhone使用者) 41
表 11衡量問項之平均值與因素負荷量表(Samsung使用者) 42
表 12 Cronbach’ s α、組成信度與AVE值(iPhone使用者) 43
表 13 Cronbach’ s α、組成信度與AVE值(Samsung使用者) 44
表 14 iPhone使用者與Samsung使用者樣本平均值(t檢定)比較表 44
表 15區別效度分析表(iPhone使用者) 45
表 16區別效度分析表(Samsung使用者) 46
表 17路徑係數、t值與假設檢定結果(iPhone使用者) 48
表 18路徑係數、t值與假設檢定結果(Samsung使用者) 51


中文文獻
貿易雜誌,2010,智慧型手機狂潮來襲,第223 期,頁52-55。
張淑青 ,2004,「服務知覺價值多構面量表之實證研究」,企業管理學報,2004
年12 月第63 期頁 95-120。
蔡志宏,2010,智慧型手機風潮中的電信業者困境。NCP Newsletter,No.16,9-10頁
陳玉鳳,2010,智慧型手機狂潮來襲,產業趨勢。第233期,52-55頁


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