Brand Equity and Consumer Purchase Intention of iPhone and HTC in Taiwan

The objective of this study is to identify key factors that influence Taiwanese consumers to purchase smartphones iPhone and HTC. This study used a quantitative approach to test the proposed hypotheses. Structural Equation Modeling (SEM) was employed as statistical methods to analyze the relationshi...

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Bibliographic Details
Main Authors: Moslehpour, Massoud, Chiu, Wan-Ting, Lin, Pei-Kuan, Shalehah, Anita
Format: Conference Proceeding
Language:English
Subjects:
Asia
brad awareness
brand equity
brand preference
Cellular phones
Companies
Mathematical model
perceived quality
price premium
purchase intention
Reliability
Smart phones
Online Access:Request full text
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Summary:The objective of this study is to identify key factors that influence Taiwanese consumers to purchase smartphones iPhone and HTC. This study used a quantitative approach to test the proposed hypotheses. Structural Equation Modeling (SEM) was employed as statistical methods to analyze the relationships and mediating effect among the variables. Several implications were provided at the end of the text based upon the research findings.
ISSN:2161-1904
DOI:10.1109/ICSSSM.2019.8887653