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    題名: A Research on Preference for Mobile Phone: A Taiwanese Case
    作者: 林宏陽
    LIN, TONY HUNG-YANG;CHANG, PHOEBE WEI-YUN
    貢獻者: 中國大陸研究中心
    關鍵詞: Branding;Consumer Behaviour;Culture;Mobile Phone
    日期: 2009.10
    上傳時間: 2014-06-24 14:48:33 (UTC+8)
    摘要: A great ancient Chinese army advisor, Sun Tsu, said that if you would like to defeat your enemy in each battle, the best way is to know both your enemies and yourself, then your victory is assured. Simply speaking, the information makes winners. This has been and will always be a golden rule no matter in warfare or commercial competitions. In other words, contestants should not only know the characters of target market, but also their own advantages and disadvantages, then could conquer the specific battlefield. The ethos of population is often the most intricate part to deal with, which the research is based on.This study not only takes exploratory approaches to know if cultural, social, consumer behavioural and preferential elements are influential to Taiwanese preferences of mobile phones, but also to find out the associations between people`s preference and above factors with chi-square test and Pearson correlation test. In this research, we find that culture, Social-Economic Status SES, branding and personal preferences, have significant association with consumer`s background and their preferences on mobile phone, and we also conclude the correlations between those variables.
    關聯: International Journal of Management Cases, 10(Special Issue:Retail Marketing and Business Management in the Far East ), 5-22
    資料類型: article
    顯示於類別:[國際關係研究中心] 期刊論文

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