摘要：AbstractThe purpose of this study was to identify customers’ impression of different smartphone brands. After reviewing the literature, this study chose the four top-selling smartphone vendors according to IDC Statistics (IDC Worldwide Mobile Phone Tracker, 2012), and 64 subjects participated in the study. A questionnaire survey and the eye tracking technique were adopted to carry out a comprehensive analysis of the decision making of consumers. The content of the questionnaire survey included product system, product exterior, and brand appearance. The results of the survey showed that 71% of the subjects were willing to spend more money to buy their favorite brand of smartphone. In addition, the analysis of the eye tracking data indicated some significant differences in the sequential position of viewing the phones’ logos. The viewing of most subjects focused on the smartphone brand rather than on the product specifications and price. To sum up, this study suggests that the brand logo is the most important criterion when consumers make a decision to buy a product. The myth impression of the specific brand existed prior to the decision to buy the product. Therefore, we believe that the amount of sales of the product depends mostly on the brand. Although the subjects were able to make objective choices regarding the various specifications, they still chose their favorite brand regardless of their objective considerations. Implications of the study findings are discussed.
