國際手機品牌與購買意願關聯性之研究-以「realme」品牌為例

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Title:	國際手機品牌與購買意願關聯性之研究-以「realme」品牌為例 A Study of the Relationship between International Smartphone Brands and Purchase Intention: Using the Brand “realme” as an Example
Authors:	賴弘倫
Contributors:	企業實務管理數位碩士在職專班
Keywords:	品牌形象網路口碑知覺價值購買意願
Date:	2023
Issue Date:	2023-08-07 09:56:21 (UTC+8)
Abstract:	由於科技的日新月異，消費者對於手機產品的汰換率也隨之提高，而現今手機市場的競爭已至白熱化的階段，各原廠業者若僅單從商品價格、促銷方案著手已無法取得競爭優勢，手機業者應以更廣泛、更多元、更多面向的方式來尋求消費者的認同以提升銷售市佔。本研究主要在探討品牌形象、網路口碑、知覺價值以及購買意願之間的影響及關係。以逛購亞太電信門市之顧客為研究樣本，實施問卷調查，蒐集實證分析所需數據，並以品牌形象、知覺價值、網路口碑及購買意願等量表，深入探討其互相之影響關係。資料分析研究結果顯示：(1)品牌形象與網路口碑存在顯著正相關，即realme提升品牌形象，有助於提升realme之網路口碑、(2)品牌形象與知覺價值存在顯著正相關，即realme提升品牌形象，有助於提升消費者對realme之知覺價值、(3)網路口碑與購買意願存在顯著正相關，即realme提升網路口碑，有助於提升消費者之購買意願、(4)知覺價值與購買意願存在顯著正相關，即消費者對realme的知覺價值越好，其購買意願越高、(5)品牌形象與購買意願存在顯著正相關，即realme提升其品牌形象，有助於增強消費者之購買意願。 Due to the progress of modern technology, the replacement rate of smartphone products has increased correspondingly. Since competition in the smartphone market has turned white hot, smartphone companies can no longer gain the upper hand solely through price cuts or promotion plans, but they should use more wide-ranging, diverse, and multifacted strategies to seek consumers’ identification and to raise market share. This study aims to explore the dynamics and relationship between brand image, electronic word-of-mouth, perceived value, and purchase intention. The thesis gathers research samples from questionnaire answers provided by consumers who visited direct selling stores of Asia Pacific Telecom to serve as the data required by empirical analysis. On this basis, it explores the mutual influence of brand image, perceived value, elec-tronic word-of-mouth, and purchase intention by looking at the scales derived from these aspects. The analysis of the data shows that (1) A positive correlation exists between brand image and electronic word-of-mouth, that is, if “realme” raises its brand image, the brand’s electronic word-of-mouth will be improved correspondingly; (2) A positive correlation exists between brand image and perceived value, namely, if “realme” raises its brand image, the consumers’ perceived value of “realme” will be enhanced as well; (3) A positive correlation exists between electronic word-of-mouth and purchase intention, that is, improvement of “realme”’s electronic word-of-mouth will be conducive to raising the consumers’ purchase intention; (4) A positive correlation exists between perceived value and purchase intention, namely, the better perceived value “realme” has among consumers, the higher purchase intention the consumers will have; (5) A positive correlation exists between brand image and purchase intention, that is, if “realme” raises its brand image, the consumers’ purchase intention will grow correspondingly.
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