Nowadays, the mobile phone industry in Taiwan is undergoing great competition. To\r\nunderstand more about the customer behavior in mobile phone industry, this research aims to\r\ninvestigate the influences of perceived brand quality (PBQ) and perceived brand prestige\r\n(PBP) on consumer purchase likelihood (CPL) of HTC and iPhone brands among Taiwanese\r\ncollege students. Quantitative research method is applied in this study. The data was collected\r\nfrom university students in Central Taiwan, then the data was analyzed using Statistical\r\nPackage for the Social Sciences (SPSS) 20. Total of 475 questionnaires were distributed, 452\r\nquestionnaires were collected, but 439 were usable. The results of this study support previous\r\nstudies, and indicate that perceived brand quality and perceived brand prestige are two main\r\nfactors influencing consumer purchase likelihood of both HTC and iPhone mobile phones in\r\nTaiwan. In addition, this study discovers that for Taiwanese university students, when\r\ncomparing HTC and iPhone, HTC�s quality has a higher influence on CPL than iPhone. On\r\nthe other hand, consumers� perception of iPhone prestige is higher than HTC�s prestige. In\r\nshort, Taiwanese consumers will choose HTC because of its perceived quality, and they would choose iPhone, because of its perceived prestige.
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