Abstract
China is developing rapidly in strategic emerging industries represented by smart phones, Internet of Things, artificial intelligence, storage, and new energy vehicles. And the urgent need for localization of the industrial chain, as well as the increasing number of Local IC design houses, and the rapid growth of annual sales revenue. These have prompted OSAT to regard Local IC design house as an important customer group. Therefore, this article is based on the relevant literature and interviews, based on the Theory of Planned Behavior, combined with the characteristics of the Local IC design house and assembly & test OSAT industry. Construct a theoretical model of purchase behavior and questionnaires, with brand trust, customer orientation, behavior attitude, subjective norms, perception behavior control and buying intention as dimensions. This shows that brand trust has a significant positive impact on customer orientation. In the same way, it is concluded that brand trust has a significant positive influence on behavior attitude, subjective norms, perception behavior control, buying intention and purchase behavior. Second, after descriptive analysis of customer orientation, the SEM structural equation model is used to observe the model regression between customer orientation and various variables. When it comes to the influence of customer orientation on behavior and attitude, this path does not show significant, indicating that customer orientation does not affect behavior and attitude. In the same way, it is concluded that when customer orientation affects subjective norms, perception behavior control, and buying behavior, it is concluded that customer orientation will have a significant positive influence on subjective norms and buying behavior. And it does not have a significant positive influence on the control of perceived behavior. Third, purchase behavior. A descriptive comparative analysis of Local IC design house buying intentions according to the nature of the company, registration place and product application. According to the regression coefficient of the purchase behavior model, when brand trust has an impact on buying intention, the standardized path coefficient value is 0.189>0, and this path exhibits significance at the 0.05 level. It shows that brand trust has a significant positive influence on buying intention. (1) In the study of buying behavior, regular communication with customers on technical capabilities, fulfilling service promises, and ability to deal with abnormal problems, etc., make regular updates of the progress so that customers have an increased grasp of the factual progress of OSAT, thereby achieving an increase in trust. (2) OSAT focuses on existing customers, or through the correct guidance of end customers, publicity meetings, etc., to let local customers perceive the core points of assembly & test OSAT's quality, price, service, delivery, and engineering support. To increase buying intention and purchase behavior. (3) Attitude, packaging, and testing OSAT meets the needs of end customers and can provide free design, simulation, logistics and other services. (4) In perceptual behavior control, OSAT for assembly & test can give local chip companies preferential policies for assembly & test service fees, and low investment policies when the project is introduced in the early stage. This eliminates customers' worries and enhances customers' willingness to buy. (5) Customer-oriented analysis, planning to communicate and communicate with end customers regularly in the form of quarterly technical exchanges. From the promotion advantages of product quality, technology, delivery time, etc., increase the recognition and recognition of end customers, and gradually become one of the assembly & test suppliers certified by end customers.
Keywords: Brand Trust, Customer Orientation, Theory of Planned Behavior, Buying intention, Buying Behavior