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研究生:阮日南
研究生(外文):Nguyen Nhat Nam
論文名稱:數位內容對消費者購買意願影響之探討-以智慧型手機與傻瓜相機為例
論文名稱(外文):Smartphones vs. Consumer Cameras – The Impacts of Digital Content on Customer Purchase Intention
指導教授:黃禮林黃禮林引用關係
口試委員:仇介民鄭孟育
口試日期:2014-06-18
學位類別:碩士
校院名稱:逢甲大學
系所名稱:國際經營管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:67
中文關鍵詞:數位內容智慧型手機傻瓜相機顧客購買意願顧客滿意度
外文關鍵詞:Digital ContentSmartphonesConsumer camerasCustomer purchase intentionCustomer Satisfaction
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現今,人們尤其是年輕一代喜歡有自己的相機,用以捕捉每一刻或紀錄回憶。然而,最新的報告顯示智慧型手機逐漸取代了傻瓜相機。這種變化為何會發生是一個重要的議題,因此,本研究的主要目的,是為了深入了解數位內容在對顧客滿意的影響中扮演甚麼樣的角色,它如何影響相機產業中消費者的購買意願。本研究結果可以幫助營銷人員及智慧型手機與相機製造商了解影響客戶購買意願的關鍵數位內容,用以提供客戶最有吸引力的產品及最效的行銷策略;本研究對未來研究者亦提供可討論的議題及觀點。
Nowadays, people, especially young generation, love to have their own camera(s) to catch the moments or to record the memories. However, latest reports indicate that Smartphones are taking away the sales of Consumer cameras. It is important to find the reason behind this migration. Hence, the purpose of this study is to gain an in-depth understanding of exactly what role Digital Content plays leading to Customer Satisfaction and how it might affects Customer purchase intention in Consumer camera industry. The outcomes may help marketers and Smartphones/Consumer cameras manufacturers understands the key influential factor of Digital Content on Customer purchase intention and thus deliver the most attractive products and effective marketing campaigns. It also provides discussion and insights for future researches.
Chapter 1 Introduction 1
1.1 Overview and Motivation 1
1.2 Research purpose 3
Chapter 2 Literature Review 4
2.1 Introduction of Smartphones and Consumer Cameras 4
2.1.1 Definition and Background of Smartphones and Consumer Cameras 4
2.1.2 Features of Smartphones and Consumer Cameras 5
2.1.3 Smartphones and Consumer Cameras comparison 6
2.2 Introduction of Digital Content 8
2.3 Features of Digital Content 9
2.3.1 Applications 9
2.3.1a Quantity of Application 10
2.3.1b Capability of Application 11
2.3.2 Social Network 14
2.4 Customer Satisfaction 16
2.5 Customer Purchase Intention 17
2.6 Conceptual background of Research framework 18
Chapter 3 Methodology 23
3.1 Measurement Variables and Questionnaires Design 23
3.2 Sampling Methods 28
3.3 Data Collection 28
3.4 Reliability Analysis 29
3.5 Other Data Analysis 30
3.6 Hypothesis Testing Method 31
Chapter 4 Data Analysis and Findings 32
4.1 Socio-demographic Profile 32
4.2 Validity and Reliability 34
4.3 Exploratory Factor Analysis 35
4.4 Correlation Analysis of Variables 36
4.5 Hypothesis Testing 37
Chapter 5 Conclusions 39
5.1 Discussion 40
5.2. Limitation of Study 42
5.3 Suggestions on Future Researches 43
References 44
Applendix 56
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