||As technology developing, smartphone has become a part of our lives. The age of user is getting much wider than before. Now every enterprise competes for the market share of smartphone, thus there are a lot of brands that consumers can choose. Due to fast changing external environment and different market strategy form different brands, consumers will how to make their choice. In this study, we choose Taiwan top three brands according to their market share, try to know consumers’ purchase intention, feeling about these three brands, and analyze the effect of different consumer characteristics.|
In order to connect to students of different district, avoid high homogeneity, raising the response rate, we mainly issued the survey by internet. After several analysis, we can get the following conclusion:
1. Purchase motivation of consumer: They are highly influenced by technology factor. Specially, the users of HTC affected by political factor. Due to the higher price of Apple, Samsung and HTC got more attention from marketing strategy. In the consumer characteristic, Apple’s users tend to be more conspicuous consumption.
2. Feeling about these three brands: Samsung attracts people by its endurance and lower price. Apple attracts people by its high level and brand image. HTC use many designs and lower price promotion attract consumers.
3. Influence of consumer characteristic: Technological life style affects the Samsung users most. The conspicuous consumption affects Apple’s user most, their families have higher socioeconomic status than other two brands.