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研究生： 蘇才南
Sok, Channa
論文名稱： Factors Affecting Consumer Perceived value and Purchase Intention of Mobile Phone in Cambodia and Taiwan
Factors Affecting Consumer Perceived value and Purchase Intention of Mobile Phone in Cambodia and Taiwan
指導教授： 偉頁倫
Webb, Alan J.
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際管理碩士在職進修專班(IMBA)
International Master of Business Administration(IMBA)
論文出版年： 2005
畢業學年度： 93
語文別： 英文
論文頁數： 135
外文關鍵詞： Perceived quality, Price, Taiwan, Cambodia, Perceived value, Perceived sacrifice, purchase intention, mobile phones
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    　Mobile phone markets are one of the most unstable market atmospheres nowadays due to increased competition and change. Thus, the growing concern requires the marketers to strictly look at consumer buying decision process and more focus on the factors such as Prices, Perceived quality, Perceived sacrifice, Perceived value, and Purchase intention that subsequently determine willingness to purchase between different mobile phones. On this basis, this research deals with consumers’ sacrifice and willingness to purchase criteria in mobile phone markets by studying factors that influence customer perceived value and purchase intention to acquire new mobile phones on one hand and factors that influence on mobile phone change on the other hand. It was found that although the willingness to buy of a mobile phone is a subjective choice situation, there are some general factors that seem to guide the willingness to buy. The study between Cambodia and Taiwan shows that while technical problems are the basic reason to change mobile phone among consumers, prices, brands, interface, and properties are the most influential factors affecting the actual choice among brands.

    　In addition, the results show that Cambodian consumers slightly focus on prices but sacrifice. However, Taiwanese customers sensitively emphasize on prices but sacrifice and also less willing to purchase mobile phone. Accordingly, it is useful to consider the age, gender, income, and education of consumers to predict consumer decision more precisely.

    TABLE OF CONTENTS ACKNOWLEDGEMENTS................................................................I ABSTRACT.......................................................................II TABLE OF CONTENTS.............................................................III LIST OF TABLES.................................................................VI LIST OF FIGURES...............................................................VII CHAPTER ONE.....................................................................1 INTRODUCTION....................................................................1 1.1 Cambodia Background.........................................................1 1.2 Taiwan Background...........................................................3 1.3 Research Objectives and Motivations.........................................5 1.4 Research Objectives and Contributions......................................16 1.5 Research Project...........................................................17 1.6 Research Flows.............................................................18 1.7 Research Structure.........................................................18 CHAPTER TWO LITERATURE REVIEW................................................20 2.1 Definition of Relevant Research Variables..................................21 2.1.1 Customer-Perceived Price.................................................21 2.1.2 Customer-Perceived Quality...............................................22 2.1.3 Customer-Perceived Sacrifice.............................................24 2.1.4 Customer-Perceived Value.................................................29 2.1.5 Willingness to buy.......................................................32 2.2 Interrelationship among Research Constructs................................33 2.2.1 Interrelationship between Price perceptions and Customer Quality Perceptions...........................................................33 2.2.2 Interrelationship between Price perceptions and Customer Sacrifice Perceptions....................................................................36 2.2.3 Interrelationship between Price perceptions and Customer Va.Perceptions..37 2.2.4 Interrelationship between Customer Quality and Customer Va. Perceptions..38 2.2.5 Interrelationship between Customer Sacrifice and Customer Value Perceptions....................................................................39 2.2.6 Interrelationship between Perceived Customer Value and Purchase Intention......................................................................40 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY................................42 3.1 Conceptual Model...........................................................42 3.2 Construct Measurement......................................................43 3.2.1 Perceived Price of Mobile phone..........................................43 3.2.2 Perceived Customer quality...............................................44 3.2.3 Perceived Customer Sacrifice.............................................45 3.2.4 Perceived Customer Value.................................................46 3.2.5 Willingness-to-buy.......................................................46 3.3 Hypotheses to Be Tested....................................................47 3.4 Questionnaire Design.......................................................48 3.5 Sampling Plan and Date Collection Procedure................................49 3.6 Data Analysis Procedures...................................................49 3.6.1 Descriptive Statistic Analysis...........................................49 3.6.2 Purification and Reliability of the Measurement Variables................49 3.6.3 Interrelationship between Research Variables.............................51 CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TEST......................52 4.1 Introduction...............................................................52 4.2 Descriptive Analysis.......................................................52 4.2.1 Data Collection..........................................................52 4.2.2 Characteristics of Respondents...........................................53 4.2.3 Measurement Results for Relevant Research Variables......................54 4.3 Reliability Tests..........................................................58 4.3.1 Price....................................................................59 4.3.2 Perceived Product Quality................................................61 4.3.3 Perceived Sacrifice......................................................63 4.3.4 Perceived Value..........................................................65 4.3.5 Willingness to Buy.......................................................67 CHAPTER FIVE RESEARCH ANALYSIS AND RESULTS...................................68 5.1 Regression Analysis for factor influencing Product value...................69 5.2 Regression Analysis for factor influencing Price value.....................72 5.3 Regression Analysis for factor influencing willingness to buy..............75 5.4 Comparisons of Research Factors between Cambodia and Taiwan................77 CHAPTER SIX CONCLUSIONS AND SUGGESTIONS......................................81 6.1 Research Conclusions.......................................................81 6.2 Future Directions and Limitations..........................................85 REFERENCES.....................................................................87 APPENDIX.......................................................................95 LIST OF TABLES Table 4-1 Profile of the Respondents...........................................54 Table 4-2 Descriptive Analysis for Questionnaire Items.........................57 Table 4-3 (continued)..........................................................58 Table 4-4 Factor Analysis for Price............................................59 Table 4-5 Correlation Matrixes for Price.......................................60 Table 4-6 Factor Analysis for Perceived Product Quality........................62 Table 4-7 Correlation Matrixes for Quality.....................................63 Table 4-8 Factor Analysis for Perceived Sacrifice..............................64 Table 4-9 Correlation Matrixes for Perceived Sacrifice.........................65 Table 4-10 Factor Analysis for Perceived Value.................................66 Table 4-11 Correlation Matrixes for Perceived Value............................67 Table 4-12 Factor Analysis for Willingness to Buy..............................68 Table 4-13 Correlation Matrixes for Willingness to Buy.........................68 Table 5-1 Regression Models for Factors Influencing Product value..............72 Table 5-2 Regression Models for Factors Influencing Price value................75 Table 5-3 Regression models for Factor influencing Willingness to buy..........77 Table 5-4 Comparisons of Research Factors between Cambodia and Taiwan..........78 LIST OF FIGURES Figure 1-1. Research framework.................................................17 Figure 1-2. Research flows.....................................................18 Figure 2-1. Emerged frame of reference.........................................27 Figure 2-2. Perceived value....................................................29 Figure 2-3. Value..............................................................29 Figure 2-4. Value..............................................................30 Figure 2-5. Customer perceived value...........................................31 Figure 2-6. Linkage between intentions, satisfaction and value.................33 Figure 3-1. Conceptual model of this research..................................43

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