The purpose of the study is to discuss the effect of three kinds of diversification strategies in the smart phone industry: self-brand strategy, upward integration strategy and brand extension strategy. Based on the moderate effect of evaluation of firm and product involvement, the influence of these three strategies will be evaluated by consumer¡¦s view when firms who are smart phone-related consider entering smart phone industry.
Hon Hai, Canon and CHT were selected as cell phone equipment manufacturer, digital camera firm and internet service provider through pre-test 2. A 3(diversification strategy: self-brand strategy, upward integration strategy, brand extension strategy)x 2 (brand evaluation: high, low) experimental design collected data from white color workers and master students in NSYSU through 6 color printed advertisements.
First of all, the result of search suggests that the willingness to buy is effected by different evaluations on cell phone equipment manufacturer and digital camera firm. Willingness to buy will be high if the evaluation of cell phone equipment manufacturer and digital camera firm is high too. However, for consumer, willingness to buy is not different whether the evaluation of internet service provider is high or low. Second, consumer involvement influences the behavior of buying smart phone. Consumer who is high-involvement has higher willingness to buy than low-involvement under three different strategies. Finally, willingness to buy is not different under these three strategies no matter what strategies firms adapt when they try to enter smart phone Industry.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0815110-115757 |
| Date | 15 August 2010 |
| Creators | Chen, Hsine-Chou |
| Contributors | Ping-Yi Chao, Cher-Min Fong, Pei-how Huang, Pei-how Huang, Jr-Hung Tseng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0815110-115757 |
| Rights | not_available, Copyright information available at source archive |
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