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Title:	5G智慧型手機消費者購買行為、顧客滿意度、知覺價格與再購意願之研究 The research on 5G smartphone consumers` purchasing behavior, customer satisfaction, perceived price and repurchase intention.
Authors:	邵維君 Shao, Wei-Chun
Contributors:	巫立宇邵維君 Shao, Wei-Chun
Keywords:	5G 5G智慧型手機購買行為再購意願 5G 5G smartphone Purchasing behavior Repurchase intention
Date:	2021
Issue Date:	2021-09-02 16:18:32 (UTC+8)
Abstract:	本研究主要為了瞭解消費者對5G智慧型手機之購買行為、顧客滿意度、知覺價格與再購意願調查與研究。原因為台灣消費者對於智慧型手機的依賴程度已到達人手一支到兩支的程度，且自民國109年七月起，電信業者5G行動通訊服務陸續開台啟用，各大手機品牌也持續推出多款5G智慧型手機，提供消費者多元的選擇。因此欲研究消費者在購買與使用5G智慧型手機時，其購買行為、顧客滿意度、知覺價格是否會影響其再購意願，以提供後續手機品牌商與銷售業者在拓展5G智慧型手機市場時，於產品研發製造及行銷活動的設計與行銷策略擬定時之參考。本研究以網路問卷模式進行研究分析調查，研究分析結果顯示，5G智慧型手機的購買行為、顧客滿意度、知覺價格與再購意願有關連性，且5G智慧型手機使用者非常重視商品資訊是否透明好搜尋，以及極為重視售後服務品質，建議5G智慧型手機品牌商可以著重上述論點，建立品牌差異化優勢，藉以增加手機的購買意願及巿占率。 The purpose of this study is to investigate and study consumer purchasing behavior, customer satisfaction, perceived price, and repurchase intention of 5G smartphones. The reason is that Taiwanese consumers depend on one or two smartphones per person. Since July 2009, the 5G mobile communication services of telecom companies have been put into use one after another. Major mobile phone brands also continue to launch multiple 5G smartphones to provide consumers with diversified choices. Therefore, to study the consumer when buying and using 5G smartphones, it’s purchase behavior, customer satisfaction, the perceived price will affect their repurchase intention, to provide the following mobile phone brands and sales companies in the 5G smartphone market, in product research and development manufacturing and marketing activities of design and marketing strategy for reference. The research and analysis results show that 5G smartphone purchase behavior, customer satisfaction, perceived price, and repurchase intention are related, and 5G smartphone users attach great importance to whether the commodity information is transparent and easy to search and attach great importance to the quality of after-sales service. It is suggested that 5G smartphone brands should pay attention to the above arguments and build brand differentiation advantages, so as to increase the purchase intention and market share of mobile phones.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 107932102
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0107932102
Data Type:	thesis
DOI:	10.6814/NCCU202101206
Appears in Collections:	[Executive Master of Business Administration] Theses

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