Effects of Perceived Quality, Brand Image and Perceived Value on Consumer Purchase Intention - The Case of Taiwan Mobile

[[abstract]]以電信產業中的台灣大哥大為例，電信產業中，由一般手機到智慧型手機以及用戶使用習慣的改變等，電信總用戶數一路成長直至現在趨於飽和，根據國家通訊傳播委員會的資料顯示，以2018年第四季行動通訊用戶數的數據來看，所有業者總和用戶數已達2922萬戶，在寡占的電信市場中，品牌間競爭激烈，要提升知覺品質以及創造品牌形象留住老顧客開發新客群，進而探討知覺品質、品牌形象、知覺價值對購買意願之影響。 本論文針對知覺品質、品牌形象、知覺價值、購買意願這四個構面設定假設，針對台中市的台灣大哥大使用者，以網路問卷方式，共回收問卷241份，其中扣除無效問卷30份，回收 211 份有效問卷，佔回收率的87.55%，以SPSS統計軟體，進行樣本分析利用敘述性統計分析、迴歸分析及信度分析等進行分析研究。 最後結論顯示，知覺品質、品牌形象正向影響知覺價值，品牌形象、知覺品質與知覺價值正向影響購買意願，知覺品質、品牌形象與知覺價值對消費者購買意願皆有正向顯著關係。 This study involves a case study of Taiwan Mobile. In the telecommunications industry, the number of users in this sector has been growing until it approaches saturation from the era of mobile phones to smart phones and changes in user habits. According to statistics provided by the National Communications Commission, the total number of users involving all telecommunications operators has reached 29.22 million people the fourth quarter of 2018. In the oligopolistic telecommunications market, competition between brands is intense; hence, it is necessary to improve perceived quality and create brand image by investigating the effects of perceived quality, brand image and perceived value on purchase intention, in order to retain old customers and acquire new customers. This study formulated four hypotheses involving four dimensions, namely perceived quality, brand image, perceived value and purchase intention. Targeting Taiwan Mobile users in Taichung City, data have been collected through online questionnaire. A total of 241 questionnaires were successfully collected, where 211 questionnaires were valid after deducting 30 invalid questionnaires, accounting for 87.55% of the total number of questionnaires collected. were analyzed using statistical software SPSS, in which descriptive statistics, reliability analysis and regression analysis were conducted in this study. Based on the final conclusion, perceive quality and brand image have a positive effect on perceived value, whereas brand image, perceived quality and perceived value have a positive effect on purchase intention. Additionally, perceived quality, brand image and perceived value have a significant positive correlation with consumer purchase intention