台湾地区iPhone与HTC的品牌资产与消费者购买意愿

2019 16th International Conference on Service Systems and Service Management (ICSSSM) Pub Date : 2019-07-13 DOI:10.1109/ICSSSM.2019.8887653

M. Moslehpour, Wan-Ting Chiu, Pei-Kuan Lin Cor., Anita Shalehah

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引用次数: 1

摘要

本研究的目的是找出影响台湾消费者购买智能手机iPhone和HTC的关键因素。本研究采用定量方法来检验提出的假设。采用结构方程模型(SEM)作为统计方法，分析各变量之间的关系和中介效应。本文最后根据研究结果提出了几点启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Brand Equity and Consumer Purchase Intention of iPhone and HTC in Taiwan

The objective of this study is to identify key factors that influence Taiwanese consumers to purchase smartphones iPhone and HTC. This study used a quantitative approach to test the proposed hypotheses. Structural Equation Modeling (SEM) was employed as statistical methods to analyze the relationships and mediating effect among the variables. Several implications were provided at the end of the text based upon the research findings.

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2019 16th International Conference on Service Systems and Service Management (ICSSSM)

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