在當今的現(xiàn)代世界中,智能手機已成為世界各地人們?nèi)粘Ｉ钤O(shè)備的一部分。通過使用消費價值理論,本研究旨在了解消費價值、品牌質(zhì)量和品牌忠誠度對智能手機用戶轉(zhuǎn)換意圖和轉(zhuǎn)換是構(gòu)建行為適度的品牌承諾的影響。該研究采用定量方法從智能手機用戶那里收集數(shù)據(jù),并通過在柬埔寨金邊市進行的在線調(diào)查來檢驗假設(shè)。使用描述性統(tǒng)計和頻率分布分析、探索性因素分析和回歸分析,利用286名受訪者的樣本進行數(shù)據(jù)分析。這項研究的結(jié)果表明,消費價值和品牌資產(chǎn)對品牌承諾有積極的影響。此外,品牌承諾對轉(zhuǎn)換成本的轉(zhuǎn)換意愿也有顯著影響。

【文章頁數(shù)】：61 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
abstract
CHAPTER ONE INTRODUCTION
    1.1.Research Background and Research Motivation
    1.2.Research Aim & Objectives
    1.3.Research Questions
    1.4.Research Scope and Limitations
    1.5.Relevance and Importance of the Research
        1.5.1 Academics
        1.5.2 Future Researchers
        1.5.3 Smartphone Company
CHAPTER TWO LITERATURE REVIEW
    2.1.Theoretical Background
        2.1.1.Consumption Value Theory
    2.2.Conceptualization of Research Constructs
        2.2.1.Functional Value
        2.2.2.Emotional Value
        2.2.3.Social Value
        2.2.4.Epistemic Value
        2.2.5.Brand Association
        2.2.6.Brand Awareness
        2.2.7.Brand Quality
        2.2.8.Brand Loyalty
        2.2.9.Brand Commitment
        2.2.10.Switching Intention
        2.2.11.Switching Cost
    2.3.Hypotheses Development
        2.3.1.The product consumption value and brand commitment
        2.3.2.The relationship of Brand Equity and Brand Commitment
        2.3.3.Brand commitment and smartphone brand switching intention
        2.3.4.Consumption Value to brand commitment
        2.3.5.Brand equity to brand commitment
        2.3.6.Moderating effect: Switching cost
CHAPTER THREE RESEARCH DESIGN AND METHODS
    3.1.Research Model
    3.2.Research Design
    3.3.Research Sampling and Data Collection Procedure
    3.4.Data Analysis Technique
        3.4.1.Descriptive Statistical and Frequency Distribution Analysis
        3.4.2.Exploratory Factor Analysis (EFA)
        3.4.3.Regression
        3.4.4.Mediation Test
        3.4.5.Moderation Test
    3.5.Research Ethics
CHAPTER FOUR RESULT AND FINDING
    4.1 Descriptive Analysis
    4.2 Reliability Statistic
    4.3 Correlation Between Variables
    4.4 Hypotheses Testing
        4.4.1 The effect of consumption value on brand commitment
        4.4.2 The effect of brand equity on brand commitment
        4.4.3 The effect of brand commitment on switching intention
        4.4.4 The mediating effect of brand commitment on the influence of consumptionvalue on switching intention
        4.4.5 The mediating effect of brand commitment on the influence of brand equity onswitching intention
        4.4.6 The moderating effect of switching cost on the influence of brand commitmenton switching intention
CHAPTER FIVE DISCUSSION AND CONCLUSION
    5.1.Conclusion and Discussion
    5.2.Study Implication
    5.3.Research Contribution
    5.4.Limitation and Future Research
REFERENCES
APPENDIX A



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