The Influence of Perceived Brand Quality and Perceived Brand Prestige on Purchase Likelihood of iPhone and HTC Mobile Phone in Taiwan
作者： Massoud Moslehpour , Nguyen Thi Le Huyen
关键词: Perceived quality 、 Prestige 、 Consumer behaviour 、 Quantitative research 、 Marketing 、 Perception 、 Mobile phone 、 Quality (business) 、 Engineering 、 Advertising
摘要: Nowadays, the mobile phone industry in Taiwan is undergoing great competition. To understand more about customer behavior industry, this research aims to investigate influences of perceived brand quality (PBQ) and prestige (PBP) on consumer purchase likelihood (CPL) HTC iPhone brands among Taiwanese college students. Quantitative method applied study. The data was collected from university students Central Taiwan, then analyzed using Statistical Package for Social Sciences (SPSS) 20. Total 475 questionnaires were distributed, 452 collected, but 439 usable. results study support previous studies, indicate that are two main factors influencing both phones Taiwan. In addition, discovers students, when comparing iPhone, HTC’s has a higher influence CPL than iPhone. On other hand, consumers’ perception prestige. short, consumers will choose because its quality, they
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