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題名：臺灣智慧型手機市場中品牌形象對於再購意願的影響--以HTC智慧型手機為例
書刊名：企業管理學報
作者：陳筱華 引用關係／林至信
作者(外文)：Chen, Sheau-hwa／Lin, Chih-hsin
出版日期：2016
卷期：110
頁次：頁27-45
主題關鍵詞：智慧型手機；品牌形象；品牌態度；知覺價值；再購意願；Smartphone；Brand image；Brand attitude；Perceived value；Repurchase intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:13
  • 點閱點閱:16
隨著時代的變遷，許多智慧型手機品牌廠商不斷地推出最新款的智慧型手機，不論是在功能性、記憶體容量，都不斷地改良而HTC智慧型手機如何在設計、美觀與使用者體驗上加以創新，進而打人全球的消費市場是HTC公司所要採取的重要策略。本研究針對台灣地區使用過HTC智慧型手機的使用者，以問卷調查法進行資料蒐集，實證結果顯示品牌形象對品牌態度之間具有因果關係，而且知覺價值在品牌形象與再購意願之間具有中介效果。
Nowadays, many smartphone brand manufacturers keep introducing new smart phones, of which the functionality and memory capacity are greatly improved. Accordingly, how to be innovative in design, aesthetics and user experience, and thereby put HTC back on top in the global consumer market is an important issue for this company. This study collects opinions from smart phone users of HTC and finds that there is causality between brand image and brand attitude, and perceived value has a mediating effect between brand image and repurchase intention.
期刊論文
1.Romaniuk, J.、Sharp, B.(2003)。Brand salience and customer defection in subscription markets。Journal of Marketing Management，19(1/2)，25-44。  new window
2.Park, J.、Stoel, L.(2005)。Effect of brand familiarity, experience and information on online apparel purchase。International Journal of Retail & Distribution Management，33(2)，148-160。  new window
3.樊祖燁、劉芳梅、吳慈耘(20141200)。企業形象、知覺價值和網站品質對旅遊網站忠誠度之影響。企業管理學報，103，63-89。new window  延伸查詢new window
4.Bettman, J. R.、Luce, M. F.、Payne, J. W.(1998)。Constructive Consumer Choice Processes。Journal of Consumer Research，25(3)，187-217。  new window
5.Chang, E. C.、Tseng, Y. F.(2013)。Research Note: E-store Image, Perceived Value and Perceived Risk。Journal of Business Research，66(7)，864-870。  new window
6.Ryu, Kisang、Lee, Hye-Rin、Kim, Woo Gon(2012)。The Influence of the Quality of the Physical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions。International Journal of Contemporary Hospitality Management，24(2)，200-223。  new window
7.Low, George S.、Lamb, Charles W. Jr.(2000)。The measurement and dimensionality of brand associations。Journal of product & brand management，9(6)，350-370。  new window
8.高端訓、方文昌(20120900)。The Effects of Corporate Social Responsibility on Purchase Intention: The Mediating Effects of Brand Attachment and Brand Image。企業管理學報，94，41-68。new window  new window
9.劉財龍(20120300)。手機產業品牌形象之研究。大仁學報，40，75-99。  延伸查詢new window
10.張玉琳(20130600)。企業運動贊助對贊助績效影響之研究：形象轉移中介角色、品牌熟悉度稀釋效果與一致性調節形中介角色之探討。企業管理學報，97，87-112。new window  延伸查詢new window
11.Dhurup, M.(2014)。Sport fans and athlete celebrity endorsers: Relationships between celebrity familiarity and endorser-brand fit with brand attitude and brand purchase intentions。African Journal for Physical Health Education,Recreation and Dance，20(4)，1537-1550。  new window
12.Najmi, M.、Atefi, Y.、Mirbagheri, S.(2012)。Attitude toward brand: An integrative look at mediators and moderators。Academy of Marketing Studies Journal，16(1)，111-133。  new window
13.Park, B.-W.、Lee, K. C.(2011)。Exploring the value of purchasing online game items。Computers in Human Behavior，27(6)，2178-2185。  new window
14.Srivastava, M.、Kamdar, R. M.(2009)。Brand image formation as a function of involvement and familiarity。Paradigm，13(1)，84-90。  new window
15.Sweldens, S.、Van Osselaer, S. M.、Janiszewski, C.(2010)。Evaluative conditioning procedures and the resilience of conditioned brand attitudes。Journal of Consumer Research，37(3)，473-489。  new window
16.Shimp, Terence A.(1981)。Attitude toward the ad as a mediator of consumer brand choice。Journal of Advertising，10(2)，9-48。  new window
17.Teas, R. K.、Agarwal, S.(2000)。The effects of extrinsic product cues on consumers' perceptions of quality, sacrifice, and value。Journal of the Academy of Marketing Science，28(2)，278-290。  new window
18.Mittal, Vikas、Ross, William T. Jr.、Baldasare, Patrick M.(1998)。The Asymmetric Impact of Negative and Positive Attribute-level Performance on Overall Satisfaction and Repurchase Intentions。Journal of Marketing，62(1)，33-47。  new window
19.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
20.Sweeney, Jillian C.、Soutar, Geoffrey N.(2001)。Consumer Perceived Value: The Development of a Multiple Item Scale。Journal of Retailing，77(2)，203-220。  new window
21.Spears, Nancy、Singh, Surendra N.(2004)。Measuring Attitude toward the Brand and Purchase Intentions。Journal of Current Issues & Research in Advertising，26(2)，53-66。  new window
22.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
23.Grewal, Dhruv、Monroe, Kent B.、Krishnan, Ramayya(1998)。The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions。Journal of Marketing，62(2)，46-59。  new window
24.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
25.Kamins, M. A.、Marks, L. J.(1999)。The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands。Journal of the Academy of Marketing Science，19(3)，177-185。  new window
26.Percy, Larry、Rossiter, John R.(1992)。A model of brand awareness and brand attitude advertising strategies。Psychology and Marketing，9(4)，263-274。  new window
27.Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research，28(3)，307-319。  new window
28.Hsieh, Ming-huei、Pan, Shan-Ling、Setiono, Rudy(2004)。Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis。Journal of the Academy of Marketing Science，32(3)，251-270。  new window
29.Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing，52(3)，2-22。  new window
30.Mitchell, Andrew A.、Olson, Jerry C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?。Journal of Marketing Research，18(3)，318-332。  new window
學位論文
1.王傳中(2012)。品牌依附、品牌態度及品牌承諾對品牌忠誠的影響－以iPhone手機為例(碩士論文)。南台科技大學。  延伸查詢new window
圖書
1.Schiffman, L. G.、Kanuk, L. L.(1994)。Consumer Behavior。New Jersey, NJ：Prentice Hall Inc.。  new window
2.Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。  new window
3.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1998)。Multivariate Data Analysis--Structural Equation Modeling。Prentice-Hall International, Inc.。  new window
其他
1.沈盈吟，顏瑄，林素珠，鄭仁富(2014)。智慧型行動裝置普及率近7成市場即將飽和！資策會FIND：行動族群半年增加逾100萬人、全臺滑世代破1,432萬，http://www.find.org.tw/market_info.aspx?k=2&n_ID=8303。  延伸查詢new window
2.鄧巧琍(2014)。DisplaySearch:全球智慧手機品牌排名因低價市場成長而有所改變，http://www.displaysearch.com.tw/news.php?id=506， 2014/12/02。  延伸查詢new window
圖書論文
1.Yoffie, D. B.、Alcacer, J.、Kim, R.(2012)。HTC Corp. in 2012。Harvard Business School Case。Boston, MA：Harvard Business School。  new window
 
 
 
 
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