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As the change of consumers music listening habits and smart phones began to spread, headphone accessory market grow rapidly in recent years. The branded headphones are maintained for 15 to 20% growth in Taiwan market. Just a few years back who purchases high-end headphones are mostly music producer and professional players. With the popularity of mobile devices coupled with network bandwidth upgrade allows high-quality transmission can be achieved. Consumers got used to listening music and watching video and movies with mobile devices. Under the influence of these two factors, people gradually increase demand for high-end headphones.
The purpose of this study was to investigate the relations among brand image, celebrity endorsements, product attributes, conformity behaviors and purchasing intension in Taiwan area. The method adopted in this study was questionnaire survey and 568 questionnaires were valid. According to the data collected from the questionnaire, through descriptive statistics, t-test, one-way ANOVA, pearson s correlation coefficients and regression analysis were performed for data analysis, collate results, present conclusions and recommendations, then supplied to the headphone industry as a reference to develop marketing strategy.
From the results of this study, there were significant relations between brand image, celebrity endorsement, product attributes, perceived value and purchase intension. The perceived value was the best predictor for purchasingintension. Recommended that the industry managers to increase the brand image, celebrity endorsement, product attributes, perceived value to effectively increase the consumer's purchase intention.