The Brand Effect: A Case Study in Taiwan Second-Hand Smartphone Market

Abstract Since the smartphone market is an oligopoly structure, consumer purchase intention usually driven by brand preference. This research analyses customer-to-customer of second-hand smartphones, pointing out how factor affects consumers’ purchasing behaviour. It found that recovery value and life cycle Apple smartphones are higher longer than those other brands. Moreover, significantly debut date implicitly forming a consumption cycle. In addition, through machine learning models, predictability for able to reach 93.55%.