Firms constantly try their best to build up added value for products or services in order to raise their profitability in the wave of the global economy in 21th century. Originally, brands are simply used to distinguish the sellers of products or services, but once brand contacts with consumers, the interaction between firms marketing strategy and consumers¡¦ response begins. Hence the unique brand attributes and differentiation are developed based on product and brand positioning. The uniqueness and differentiation of brand attributes can attract consumers¡¦ recognition of brand, and it will gradually accumulate to become consumer based brand equity.
Smartphone product knowledge is widely open and only one click away from consumers on internet, thus product involvement is gradually getting high. Moreover, the market is flooded with similar products since fierce industrial competition environment. For this reason, consumers¡¦ complex decision-making process among the numerous varieties of products interests me. After relevant literature review, the influence on brand equity, product involvement, perceived risk on smartphone is chosen to be the subject, in order to understand consumers¡¦ perceptions of brand recognition of smartphone.
The study employs questionnaires with anonymous and convenience sampling. Total distribution of questionnaires was 347pcs, 342 were received, after deduction of invalid 37pcs, the valid questionnaires reached a total of 305. The empirical study conclusions are:
1. Brand equity affects consumers¡¦ perceived level of product involvement. High brand equity will bring out consumers¡¦ attention and importance of product.
2. Brand equity has direct influence on purchase intention. The objectives of this study are easily influenced by the constructs-perceived quality, brand awareness and different attributes-of brand equity when the decision-making process occurs.
3. Perceived risk does not have mediating effects among brand equity, product involvement and purchase intention. Consumers have no expectation of risk or uncertainty that would cause any loss of smartphone purchase behavior.
4. Product involvement is the mediating variable of brand equity and purchase intention. Strong brand equity can effectively seduce consumers¡¦ needs and interests and go a step further to raise their purchase intention indirectly.
Key words: brand equity, product involvement, perceived risk, purchase intention and smartphone.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0708111-114611 |
| Date | 08 July 2011 |
| Creators | Hsu, Erh-jou |
| Contributors | Tsuang Kuo, Hsien-tang Tsai, Iuan-yuan Lu |
| 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-0708111-114611 |
| Rights | not_available, Copyright information available at source archive |
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