This study targets on smart phone users to investigate the brand image from consumer’s point of view. The purpose of this research study on brand image, satisfaction, trust, repurchase intention, and it will enhance the marketing strategy of future firms to function as the criterion. Hence, we conducted a questionnaire survey asked respondents for their smart phone use behavior by an online questionnaire survey. The sample of 313 respondents in Taiwan. The results show that brand image about smart phones and brand image about operating systems will lead to satisfaction and trust, then influence the repurchase intention of smart phones.
|名字||Advances in Intelligent Systems and Computing|
|其他||3rd International Conference on Modelling, Computation and Optimization in Information Systems and Management Sciences, MCO 2015|
|期間||5/11/15 → 5/13/15|