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研究生:朱泓銘
研究生(外文):CHU, HUNG-MING
論文名稱:Android與iOS行動電話作業系統品牌忠誠度之研究
論文名稱(外文):A Study of Brand Loyalty of Mobile Operating Systems: Android and iOS
指導教授:劉子年劉子年引用關係
指導教授(外文):Liu, Tzu-Nien
口試委員:曾麗弘邢厂民劉子年
口試委員(外文):Tseng, Li-HungShing, Chang-MinLiu, Tzu-Nien
口試日期:2015-06-05
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:72
中文關鍵詞:AndroidiOS消費者行為品牌忠誠度
外文關鍵詞:AndroidiOSconsumer behaviorbrand loyalty
相關次數:
  • 被引用被引用:2
  • 點閱點閱:610
  • 評分評分:
  • 下載下載:21
  • 收藏至我的研究室書目清單書目收藏:0
  隨著科技電子業的發展,智慧型手機功能越來越強大,體機越短小輕薄,正好台灣於2014年底開啟4G服務,無線網路技術逐漸邁向臻熟,人們取得資訊的方式,從報章雜誌、電視、電腦網路,至今匯集所有功能於一身的技術結晶「智慧型手機」,如今智慧型手機於市面上琳瑯滿目,配合智慧型手機平台之作業系統更是消費者欲瞭解的項目之一,本研究希望將透過問卷的方式,以統計分析消費者偏好程度及對品牌忠誠度,藉此透視未來智慧型手機作業系統發展趨勢。
  本研究採用問卷方式採集消費者資訊,並分析三個構面:行為忠誠、態度忠誠與外在影響之相互間的關係,茲將本研究重點摘述如下:
一、男性持有智慧型手機時間較女性短,且男性較偏愛用Android系統,而女性偏愛使用iOS系統。
二、越年輕的消費者,較願意為品牌花更多錢;較年長者願意購買品牌的附屬產品。
三、不論月收入多寡或購買(持有)智慧型手機時間長短,在消費者對品牌忠誠度的影響,各構面影響均不顯著。
四、35歲以下年齡層的消費者,是最多支持iOS系統的消費群體,佔26%的銷售量,未來是扭轉系統佔有率的主要群體。
五、持有iOS系統的消費者,對品牌的忠誠度均非常顯著,消費者願意花錢等待品牌並支持其附屬品,也滿意品牌的品質、對作業系統使用上覺的安心。

  Thanks to the development of technology and electronic industry, smartphone not only becomes more powerful in its fonctionality, but lightweight and compact in its size. In addition, Taiwan has started 4G services (fourth generation of mobile telecommunications technology) in 2014, which means the Wifi technology is heading toward its maturity. Thus, the way people obtain information has changed: from newspaper, television, internet through desktop computer, to today’s multifunctional and apersonal smartphone. Today, there are several different brands and models of smartphone in the marketplace. One of the product details that consumer concerned about is the operating system equipped in smartphone. Consequently, in this study, we want to identify consumer preferences and brand loyalty by using statistical analysis. Base on these results, this study will provide a clear prospective on smartphones’ operating systems trend. This study uses questionnaires to obtain data from the consumers and analyse three variables: customer’s behavior loyalty, attitude loyalty, and external
influence.
Here we recite summary of this study: Male consumers spends less time on smartphone than female, and they prefer Android operating system, while female consumers prefer iOS operating system. Younger consumers willing to pay more money for the brand, while elder consumers tend to pay more money on the affiliate products of the brand. Whether the monthly income or the length of time holding a smartphone, there is no significant impact on each variable for the consumers’ brand loyalty. Consumers aged under 35 years old is the largest group for the iOS operating system, accounting for 26 percent of sales. They are the important group which influence the share of operating system in the future. Consumers, who hold a smartphone equipped with iOS operating system, show a high fidelity in brand loyalty. They are willing to pay more money for their smartphone and its accessories, but also
satisfied the quality of the brand as well as its operating system.

致謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第三節 研究流程與步驟 5
第四節 研究範圍與限制 6
第二章 文獻探討 7
第一節 手機的定義 7
第二節 智慧型手機作業系統 12
一、智慧型手機作業系統市場概況 12
二、Android作業系統 14
三、 iOS作業系統 21
第三節 品牌忠誠度 25
一、品牌忠誠度之定義 25
二、品牌忠誠度的衡量構面 28
第三章 研究架構與方法 31
第一節 研究架構及假設 31
第二節 研究方法 32
一、 紙本問卷 33
二、 網路問卷 33
第三節 問卷設計 34
第四章 研究結果 35
第一節 樣本特性 35
第二節 消費者特性分析 37
第三節 單因子變異數分析與驗證假設 40
第五章 結論與建議 64
參考文獻 65


一、中文文獻
[1]尤克熙 (2002). Smart Phone發展現況與趨勢分析,MIC財團法人資  訊工業策進會研究報告。
[2]王英裕 (2004). 智慧型行動電話技術發展藍圖,工業技術研究院。
[3]田芳華 (2001). 調查研究與資料庫運用,區域研究及人文地理學門研究方法與資料庫運用學術研討會,台灣:台灣大學。
[4]拓墣產業研究所(2006).行動與智慧的結晶-智慧型手機發展趨勢剖析,拓墣科技。
[5]張意珮 (2003). 真的很Smart的Smart Phone-談智慧型手機定義及未來趨勢,拓墣產業研究所焦點報告。
[6]陳瓊琦 (2004). 從台灣智慧型手機設計代工個案探討其競爭優勢,國立清華大學工業工程與工程管理學系碩士研究所。
[7]黃俊英 (2000). 行銷研究概論,華泰文化事業出版,台灣,台北。
[8]黃識銘 (2010). 品牌利益對品牌忠誠的影響-品牌關係,國立中興大學管理學系管理與系統期刊。
[9]楊銀濤 (2009). 智慧型手機發展趨勢研究,國立成功大學企業管理  研究所碩士論文。

 
二、英文文獻
[1]Allan Baldinger, and Joel Rubinson (1996), “Brand Loyalty: The Link between Attitude and Behaviour”, Journal of Advertising Research, Vol. 36, pp. 22-34
[2]Arjun Chaudhuri, and Morris Holbrook (2001), "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty”, Journal of Marketing, Vol. 65, 81-93
[3]Barbara Carroll, and Aaron Ahuvia (2006), “Some Antecedents and Outcomes of Brand Love”, Market Letters, No. 17, pp. 79-89.
[4]Boonghee Yoo, and Naveen Donthu (2001), “Developing and Validating a Multidimensional Consumer-based Brand Equity Scale”, Journal of Business Research, Vol. 52, pp. 01-14
[5]Chaudhuri, Arjun and Morris B. Holbrook (2001), "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty." Journal of Marketing, 65, 81-93.
[6]David Aaker (1991), “A managing brand equity. Capitalising on the Value of a Brand Name”, Free Press: New York
[7]Fayrene Chieng, and Goi Chai Lee (2011), “Customer-based Brand Equity: A Literature Review”, Journal of Arts Science and Commerce, Vol. 2, pp. 33-42.
[8]Fred Reynolds, Willian Darden, and Warren Martin (1974), “Developing an Image the Store-Loyal Customer”, Journal of Retailing, Vol. 50, pp. 73-84.
[9]Jacob Jacoby, and David Kyner (1973), “Brand Loyalty vs. Repeat Purchasing Behaviour”, Journal of Marketing Research, Vol. 10, pp. 01-09
[10]Jacob Jacoby, and Jerry Olson (1970), "An attitudinal model of brand loyalty: Conceptual underpinnings and instrumentation research”, Consumer Psychology, Vol. 159, pp. 156-245
[11]Kui Suen Lim, and Mohammed Abdur Razzaque (1997), ”Brand Loyalty and Situational Effects: An Interaction Perspective”, Journal of International Consumer Marketing, Vol. 9, pp. 95-115
[12]Lim, K. S. and Razzaque, M. A. (1997). "Brand Loyalty and Situational Effects:An Interaction Perspective." Journal of International Consumer Marketing, 9(4):95-115.
[13]Marko Merisavo, and Mika Raulas (2004), "The Impact of Email Marketing on Brand Loyalty”, Journal of Product and Brand Management, Vol. 13, pp.498-505
[14]Melvin Copeland (1923), "Relation of Consumer's Buying Habits to Marketing Methods”, Harvard Business Review, Vol. 1, pp. 282-289
[15]Oliver, R. L. (1999). "Whence customer loyalty?" Journal of Marketing, 63, 33–45.
[16]Oliver, R. L., Rust, R. T., and Varki, S. (1997). Customer delight:   Foundations findings and managerial insight. Journal of Retailing, 73, 311-336. doi:10.1016/S0022-4359(97)90021-X Copeland, M.T,  “Relation of Consumer’s Buying Habits to Marketing Method,”   Harvard Business Review, (1923),2:89-282.
[17]Park and Chen(2007). Acceptance and adoption of the innovative use of smartphone, Industrial Management & Data systems, pp. 1349-1365
[18]Reynolds, F. D., Darden, W. R., & Martin, W. (1974). Developing an   image the store-loyal customer. Journal of Retailing, 50, 73-84.
[19]Richard Oliver (1999), ”Whence Customer Loyalty?”, Journal of Marketing, Vol. 63, pp. 33-45
[20]Richard Oliver, Roland Rust, and Sajeev Varki (1997), “Customer Delight: Foundations, Findings, and Managerial Insight”, Journal of Retailing, Vol. 73, pp. 311-336
[21]Tse-Ming Tsai, Bo-Fu Liu, Yuting Lin, Rong-Sheng Wang, Ren-Dar Yang, and Seng-Cho Chou (2012), ”Status and Trend of E-book Applications for iOS Devices: A Developer’s Perspective”, ACIS International Conference on Software Engineering (SNPD 2012), pp. 157-161
[22]Yangil Park, and Jengchung Chen (2007), “Acceptance and Adoption of the Innovative Use of Smartphone”, Industrial Management & Data Systems, Vol. 107, pp. 1349-1365

三、網路文獻
[1]199IT (2012年8月) IDC:2012年Q2全球智能手機出貨量為1.54億台68.1%使用安卓系統 From http://www.199it.com/archives/62663.html
[2]199IT(2014年8月) IDC:2014年第二季度全球智能手機出貨量首次  突破3億 Form http://www.199it.com/archives/266058.html
[3]Android- Notification Manager,(2015/4/4) From http://developer.android.com/reference/android/app/NotificationManager.html
[4]Android open handset alliance, (2015) From http://www.openhandsetalliance.com/android_overview.html
[5]Android-developer, (2015/3/2) From https://developer.android.com/about/dashboards/index.html#Platform
[6]Event Helix- Real time Mantra, (2015/4/4) From http://www.eventhelix.com/RealtimeMantra/PatternCatalog/resource_manager_pattern.htm#.VR-0JnyUdjs
[7]Gartner IT Glossary, (2013). From http://www.gartner.com/it-glossary/smartphone
[8]GfK. (2015年). 台灣零售銷售調查數據. From    http://www.gfk.com/Pages/default.aspx
[9]iOS- Developer Library Developer, (2014) From https://developer.apple.com/library/ios/documentation/Miscellaneous/Conceptual/iPhoneOSTechOverview
[10]iThone. (2014年). 智慧型手機全年銷售量首度超越功能手機. From   http://www.ithome.com.tw/node/85192
[11]Money DJ. (2015年). GfK估今年台灣智慧機達800萬支,4G滲透  達8成. From http://www.moneydj.com/KMDJ/News/NewsViewer.aspx?a=9633ef7a-043e-46ee-9216-4ac0aeab2c9c
[12]史丹利-Android Architecture (2015/3/2) From http://stenlyho.blogspot.tw/2008/09/android-architecture.html
[13]博客-Android版本與Linux内核版本的關係(2012/5/16) From http://blog.chinaunix.net/uid-26935820-id-3210941.html
[14]博客-iOS系統架構, (2012/8/10) From   http://blog.csdn.net/wojsg001/article/details/7851604
[15]維基百科-Open Handset Alliance(2015/2/28) From http://zh.wikipedia.org/wiki/%E9%96%8B%E6%94%BE%E6%89%8B%E6%A9%9F%E8%81%AF%E7%9B%9F#cite_note-7
[16]驅動之家-Android要升级Linux 3.10内核了(2013/10/26) From http://news.mydrivers.com/1/280/280196.htm


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