With the ongoing innovation of production technology, the quality and properties of NoteBook (NB) are more advanced, and the price is getting lower. Due to the low price and the rising of Chinese consumption level, the demand of NB is progressively increasing.
On the other hand, compared with other items, NB is a high unit price item. Therefore, the brand name of products becomes a factor for consideration in consumer purchases. It also leads to the consequence of NB industrial concentration. According to MIC¡¦s report, the global market share of top 5 NB brand (Acer, Hewlett Packard, Dell, Lenevo, and Toshiba) is up to 74% in 2010.
Due to the circulation in information technology, NB functions and services provided by brand companies become similar. Under this condition, the discrepancy between different brand NBs is shortened.
In the consumer-oriented market, only consumer satisfaction cannot create the consumer loyalty. Despite the consumer satisfaction, brand companies should consider other factors that affect the brand loyalty.
The research is to discuss the factors affecting brand loyalty from the aspects of involvement, using habits, and demographic variables. In addition, statistic analysis is based on collecting questionnaires, in which the analysis includes factor analysis, regression analysis, and ANOVA analysis.
The research found that:
1. Consumer satisfaction still affects brand value ,and be a essential factor of brand loyalty.
2. Regarding to involvement, product pleasure will be factor between consumer satisfaction and brand loyalty; others will be not.
3. Using habit and Demographic Statistic will be factors between consumer satisfaction and brand loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626112-150222 |
| Date | 26 June 2012 |
| Creators | Teng, Wei-yuan |
| Contributors | Hsien-tang Tsai, Iuan-yuan Lu, Tsuang Kuo |
| 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-0626112-150222 |
| Rights | user_define, Copyright information available at source archive |
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