The Influence of Perceived Brand Quality and Perceived Brand Prestige on Purchase Likelihood of iPhone and HTC Mobile Phone in Taiwan

Nowadays, the mobile phone industry in Taiwan is undergoing great competition. To understand more about the customer behavior in mobile phone industry, this research aims to investigate the influences of perceived brand quality (PBQ) and perceived brand prestige (PBP) on consumer purchase likelihood (CPL) of HTC and iPhone brands among Taiwanese college students. Quantitative research method is applied in this study. The data was collected from university students in Central Taiwan, then the data was analyzed using Statistical Package for the Social Sciences (SPSS) 20. Total of 475 questionnaires were distributed, 452 questionnaires were collected, but 439 were usable. The results of this study support previous studies, and indicate that perceived brand quality and perceived brand prestige are two main factors influencing consumer purchase likelihood of both HTC and iPhone mobile phones in Taiwan. In addition, this study discovers that for Taiwanese university students, when comparing HTC and iPhone, HTC’s quality has a higher influence on CPL than iPhone. On the other hand, consumers ’ perception of iPhone prestige is higher than HTC’s prestige. In short, Taiwanese consumers will choose HTC because of its perceived quality, and the