This study was conducted to explore how smartphone addicts decide to adopt a smartphone brand with the related variables of product attributes, brand image, customer perceived value and purchase intension, and find out whether there exists a mediation and moderated mediation effect. The factors to influence the purchase decision of smartphone brands were investigated in order to measure the satisfaction levels of eight product attributes and to verify the indirect and moderated mediation effects by path analytic methods. This research collected 600 valid questionnaires through face-to-face market surveys with a total of 420 usable responded data. The empirical results proved that the satisfaction of product attributes is positively related to purchase intention, and brand image positively mediates the relationship between the satisfaction of product attributes and purchase intention. The perceived value positively moderates the relationship between the satisfaction of product attributes and purchase intention through brand image. Moreover, when the value of the perceived value is higher, the positive relevance between product attributes and brand image will be strengthened. The findings for strategic implications and how to enhance the purchase intention are provided for the addicts, mobile operators, smartphone manufacturers and the academia for further study.

中文翻译：

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智能手机的产品属性和购买意愿：中等调解模型

这项研究旨在探讨智能手机成瘾者如何决定采用具有产品属性，品牌形象，客户感知价值和购买意愿的相关变量的智能手机品牌，并找出是否存在调解和适度的调解效果。调查了影响智能手机品牌购买决策的因素，以衡量八个产品属性的满意度，并通过路径分析方法验证间接和适度中介作用。这项研究通过面对面的市场调查收集了600份有效问卷，共有420份可用响应数据。实证结果表明，产品属性的满意度与购买意愿成正比，品牌形象积极地介导了产品属性的满意度与购买意愿之间的关系。感知价值通过品牌形象积极地缓和了产品属性的满意度和购买意愿之间的关系。此外，当感知价值的价值更高时，产品属性与品牌形象之间的正相关性将会增强。有关战略意义以及如何增强购买意向的研究结果提供给了瘾君子，移动运营商，智能手机制造商和学术界，以供进一步研究。产品属性与品牌形象之间的正相关性将得到加强。有关战略意义以及如何增强购买意向的研究结果提供给了瘾君子，移动运营商，智能手机制造商和学术界，以供进一步研究。产品属性与品牌形象之间的正相关性将得到加强。有关战略意义以及如何增强购买意向的研究结果提供给了瘾君子，移动运营商，智能手机制造商和学术界，以供进一步研究。