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| Title: | 中國大陸地區消費者智慧型手機購買與置換決策：情感面影響
Purchase and replacement decision of smart phones by consumers in mainland China: Emotional impact |
| Authors: | 鄭鈺瑩
Zheng, Yu-Ying |
| Contributors: | 陳建維
Chen, Chien-Wei
鄭鈺瑩
Zheng, Yu-Ying |
| Keywords: | 產品過時恐懼
預期悔恨
產品升級意願
置換決策
Outdated fear of products
Anticipated regret
Willingness to upgrade products
Replacement decision |
| Date: | 2018 |
| Issue Date: | 2018-07-10 15:32:04 (UTC+8) |
| Abstract: | 隨著中國大陸地區居民生活水平的不斷提高，近年來智慧型手機在當地消費者中迅速普及。作爲一種生活必需品，消費者對其功能、性能及外形等方面的要求也不斷提升，因此消費者升級和置換智慧型手機的頻率越來越高，這些升級和置換也為智慧型手機廠商帶來了巨大的商機和需求。要在這個龐大的市場中分得一杯羹，智慧型手機廠商必然要研究消費者的升級和置換決策，瞭解影響其決策的關鍵因素，從而吸引更多消費者選擇自己的品牌。
本研究以智慧型手機爲例，通過參考回顧大量文獻擬定研究假説，之後再通過實證數據資料先分析新奇追求、從衆行爲和獨特性三個消費者行爲特性對產品過時恐懼的影響；再分析產品過時恐懼對預期悔恨心理的影響；最後分析消費者預期悔恨心理對其智慧型手機升級和置換決策的影響。
本研究最終得到的研究結論如下：
1. 消費者從衆行爲和獨特性需求越强，則其產品過時恐懼越强
2. 消費者產品過時恐懼越强，則其預期悔恨心理越强
3. 消費者預期悔恨心理越强，則其產品升級和置換意願越高
With the continuous improvement of the living standards of the residents in mainland China, smart phones have rapidly become popular among local consumers in recent years. As a necessity of life, consumers` demands on its function, performance and even appearance are also increasing. As a result, consumers are upgrading and replacing their smart phones with increasing frequency now. These upgrades and replacements also bring smart phone manufacturers great business opportunities and demands. To gain a share in this huge market, smart phone manufacturers must inevitably study consumers’ upgrade and replacement decisions, to understand the key factors affecting their decisions, and thereby to attract more consumers to choose their own brands.
This study takes smart phones as an example. After reviewing a large number of papers, the research hypotheses are developed by references. Afterwards, empirical data is used to analyze the effects of novelty pursuit, herd behavior and uniqueness on the outdated fear of products; Then, this study analyzes the effect of outdated fear of products on the anticipated regret psychology; Finally, it analyzes the effect of consumers` anticipated regret on their smart phone upgrade and replacement decisions.
The final conclusions of this study are as follows:
1. The stronger the consumers` herd behavior and uniqueness needs, the stronger their outdated fear of products.
2. The stronger the consumers’ outdated fear of products, the stronger their anticipated regret.
3. The stronger consumers’ anticipated regret, the higher their willingness to upgrade and replace products. |
| Reference: | 中文部分
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2. 陳陽、施俊琦、王明姬、劉霞、王壘，（2005）。消費者獨特性需求量表的研究。心理科學，28（6），1449-1451。
3. 陳筱華、林至信，（2016）。台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。企業管理學報，110，27-45。
4. 劉春初、鄧瑜旻、王澤宇，（2009）。服務品質、品牌形象、顧客滿意度與再購意願之關係－以國際品牌行動電話為例。中華管理學報，10（4），17-38。
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
105351056 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105351056 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.IB.014.2018.F06 |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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