The Influence of Brand and Price on Purchase Intention of Mobile Phone in the Case of Taiwan College Students

Huai Pin Cheng; Huai Tzu Cheng

doi:10.4028/www.scientific.net/AMM.411-414.2326

Paper Titles

Virtual Demonstrating System of Geoscience Survey Teaching
p.2309

Risk Management in Oil Refinery Construction Projects
p.2313

Patent Storage Research of Cooperation between S&T-Oriented Small-Micro Enterprise and University in Triple Helix Innovation Based on EPQ Model
p.2317

Geological Exploration Management System Construction
p.2322

The Influence of Brand and Price on Purchase Intention of Mobile Phone in the Case of Taiwan College Students
p.2326

Computer Simulation of Enterprises Betrayal & Government Intervention Effects in Iron Ore Price Negotiation
p.2330

Strategy Study on National Tourism Clothing Cultural of Guilin Region
p.2335

Evaluation to Power Corporations' Efficiency Based on Network SBM Model
p.2339

Design of Manufacturing Execution System in Tire Enterprises
p.2343

HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 411-414The Influence of Brand and Price on Purchase...

The Influence of Brand and Price on Purchase Intention of Mobile Phone in the Case of Taiwan College Students

Abstract:

The mobile phone has become an important part of daily life, and the competition in mobile phone market is highly vigorous in recent years. Mobile phone manufacturers need to pay more attention on their customers for understanding the factors which can affect purchase intention. This study is about the influence of brand and price on purchase intention of mobile phone in the case of Taiwan college students. In accordance with the results of this research, functionality is the most important factor for respondents to choice their mobile phone, as well as price is the second and physical appearance is the third. But the results of male and female are different. For the case of male, price is the most important, functionality is the second, and physical appearance is the third. In addition, for the case of female, functionality is the most important, price is the second, and physical appearance is the third.

You might also be interested in these eBooks

View Preview

Info:

Periodical:

Applied Mechanics and Materials (Volumes 411-414)

Pages:

2326-2329

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.411-414.2326

Citation:

Cite this paper

Online since:

September 2013

Authors:

Huai Pin Cheng, Huai Tzu Cheng

Keywords:

Brand, College Student, Mobile Phone, Price, Purchase Intention

Export:

RIS, BibTeX

Price:

Permissions CCC:

Request Permissions

Permissions PLS:

Request Permissions

Сopyright:

Citation:

References

[1] Information on http: /www. ncc. gov. tw.

Google Scholar

[2] Information on http: /www. teema. org. tw/ upload/ciaupload/ 201211%20. pdf.

Google Scholar

[3] Information on http: /www. idc. com. tw/about 407. Html.

Google Scholar

[4] K.B. Monroe and R. Krishnan: The effect of price on subjuective product evalutation. In J. Jacoby & J. Olson (Eds. ), The Perception of Merchandise and Store Quality (Lexington Books, Idaho Falls, USA 1985).

Google Scholar

[5] V. Zeitham: Journal of Marketing, Vol. 52, No. 6 (1988), p.2.

Google Scholar

[6] J.C. Sweeney and G.N. Soutar: Journal of Retailing, Vol. 77, No. 2 (2001), p.202.

Google Scholar

[7] Y.C. Lin, Y.C. Lee, C.H. Lin and W.T. Lin: Soochow Journal of Economics and Business, Vol. 67, No. 12 (2009), p.1.

Google Scholar

[8] R. Levesque: SPSS Programming and Data Management: A Guide for PSS and SAS Users (SPSS Company, Chicago, USA 2007).

Google Scholar

[9] Information onhttp: /www. vuclip. com/101-global-insights.

Google Scholar