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Student Number 964301026
Author Fen-Fang Yang(楊芬芳)
Author's Email Address No Public.
Statistics This thesis had been viewed 1694 times. Download 10 times.
Department Executive Master of Business Administration
Year 2009
Semester 2
Degree Master
Type of Document Master's Thesis
Language zh-TW.Big5 Chinese
Title The immersion research of Apple
Date of Defense 2010-07-06
Page Count 54
Keyword
  • Brand Personality
  • Immersion
  • Personality Traits
  • Abstract 2010 is the year for Apple again! It just released the stunning iPad and iPhone4 separately and successfully. Each launch excites ultimate anticipation and ecstasy to its enthusiasts and fans. The Apple fans always were excited new product launch in market and line up to purchase the product in mid night just because they want to become forerunner for Apples.
    Apple Brand is famous in the world. Does everybody chase after Apple?
    Who chases after Apple? What kind of personality do the Apple fans have? Therefore, we try to realize thru this research:
    This research examined if the Apple immersed Level related to personality trait、brand personality, avant-garde as well as brand preference. Meanwhile, we also take into consideration of the demographics influence to study if the Apple immersed level drives any significant influence on their preference on luxury merchandise. 
    The followings are attempted and investigated from the research:
    1.What’s the consumer immersed level of Apple brand?
    2.The difference of Apple immersed level which is based on different combination & usage of Apple product by fans.
    3.The relationship with Apple immersed level among brand personality、personality trait and avant-garde event cognitive which have significant influence.
    Through quantitative research of questionnaires, this research has several findings:
    1.The Apple immersion has significant influence with personality brand 、personality trait and avant-garde factor. 
    2.Among these personality traits, the “openness” factor has significant impact on the Apple immersion.
    3.As far as luxury commodities for combination with Apple immersed level, it shows partial insignificant for two effects influence.
    Table of Content 目 錄……………………………………………iv
    表   目   錄……………………………………………… vi
    圖   目   錄……………………………………    viii
    一、緒論 ……………………………………………………………1
    1-1研究背景與動機 …………………………………………1
    1-2研究目的 ……………………………………………………2
    1-3研究流程 ……………………………………………………… 2
    二、公司簡介與文獻探討……………………………………4
    2-1蘋果公司簡介 ……………………………………………  4
    2-2蘋果產品介紹………………………………………………… 6
    2-3品牌個性與相關研究 ………………………………………7
    2-4人格特質相關研究…………………………………………  11
    2-5前衛問題相關研……………………………………………  14
    三、研究方法與設計 …………………………………………… 15
    3-1 研究架構………………………………………………………15
    3-2 研究假設…………………………………………………… 16
    3-3 研究對象與抽樣設計……………………………………… 18
    3-4 資料分析方法……………………………………………… 23
    3-5 問卷之信度析……………………………………………  24
    四、資料分析與結果…………………………………………  26
    4-1 描述性統計分析………………………………………   26
    4-2 平均數差異檢定…………………………………………  29
    4-3 卡方檢定…………………………………………………  34
    4-4 卡方檢定(分群)…………………………………………  34
    4-5 卡方檢定 :人口變項對分群後之精品/商品消費選擇…  36
    五、結論與建議………………………………………………… 40
    5-1研究結果……………………………………………………  40
    5-2研究發現與結論……………………………………………  41
    5-3研究限制 …………………………………………………  43
    5-4行銷意涵……………………………………………………  43
    5-5後續建議 …………………………………………………  43
    參考文獻 ………………………………………………………… 45
    西文文獻……………………………………………………………47
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    Advisor
  • none(林建煌)
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    Date of Submission 2010-07-22

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