在實務及學術界多用市場佔有率（market share）概念衡量一品牌或產品銷售量消長，但這種算法無法真正獲悉消費者對於品牌、產品的忠誠度觀感，並在顧客心中對品牌所抱持的狀態，因此提出一相對於市場占有率、屬於消費者心理層面的佔有率研究有其必要性。
由於過去行銷文獻中，關於心佔率、思想佔有率相關概念的提及未曾有具體的理論研究或公式算法。因此本研究由Keegan(2002）的「思想佔有率（mind share）」概念出發，從忠誠度內涵結合信心與抵抗性兩變數，建立新理論基礎，並發展推思想佔有率算法，以台灣手機門號使用者對象，實際收集問卷方式驗證思想佔有率公式之可行，分別以實數觀點與模糊數學觀點進行思想佔有率各指標之運算，比較兩者數值之差異，並信心、抵抗性變項對於忠誠度具有正向相關並具預測力，奠定思想佔有率理論與實際應用之基礎。
研究結果，根據文獻理論推論出思想佔有率為一具備忠誠度內涵能反映消費者對一品牌信心與抵抗性特質的指標，而信心指的是具方向性即對某一品牌正負向偏好與對此偏好確定程度、為態度預測行為型的觀點，抵抗性指的是對它牌產生抵抗免疫力，即抵抗分數越高代表轉換品牌性越低、越能抵抗競爭品牌之行銷說服。並且思想佔有率和市場佔有率配合解讀可產生行銷策略矩陣，對於處在不同階段的品牌擬定未來行銷策略有很好的啟發性。

In practices and academics, the growth/decline of a brand or product sales is often measured with market shares. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. Therefore, it is significant to come up with a research into the “market share of the minds” of consumers, in contrast to the concept of market shares. 
None of the previous literature regarding market shares and Mind Shares has proposed any substantial theoretic researches or quantified. This paper starts with the concept of “Mind Shares” by Keegan (2002) and combines two variables, such as confidence and resistance, as the main contents of loyalty, to establish a new theoretic foundation and develop the calculation method for the quantification of the concept of Mind Shares. This study attempted to validate the Mind Shares in the mobile service providers market, and surveyed mobile phone users. The data from questionnaire survey showed that confidence and resistance are both positively correlated with loyalty, and these two variables are capable of predictability on loyalty. It is considered that this paper lays down the theoretic foundation of Mind Shares and contributes applications.

目　次 I
表　次 III
圖　次 IV
符號一覽表 V
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 思想佔有率原始概念與忠誠度 8
第二節 信心 13
第三節 抵抗性 27
第四節 測量信心和抵抗性方法 40
第三章 研究理論架構與測量 62
第一節 研究命題 62
第二節 研究架構 68
第三節 思想佔有率公式建構 69
第四章 思想佔有率實際案例操作與資料分析結果 73
第一節 實際個案操作--以臺灣電信門號業者為例 73
第二節 實際案例資料分析與結果 82
第三節 使用模糊理論計算方法 92
第四節 模糊性資料結果與實數觀點資料結果之比較 97
第五章 研究結論與建議 100
第一節 研究結果 100
第二節 研究發現 102
第三節 研究限制 111
第四節 後續建議 112
附錄—台灣手機門號業者問卷 114
參考文獻 117

表　次
表 2-3-1 信心測量研究一覽表	54
表4-1-1 信心問項衡量表	76
表4-1-2 抵抗性問項衡量表	78
表4-1-3忠誠度問項衡量表	80
表4-2-1 電信業者使用人數表	82
表4-2-2 性別人數表	83
表4-2-3 年齡人數表	83
表4-2-4 年級人數表	83
表4-2-5 各品牌之信心分數、抗拒性分數、思想分數、思想佔有率84
表4-2-6 信心、抵抗性、思想分數與忠誠度之相關性90
表4-2-7 假說結果一覽表91
表 4-3-1 語意變數量表95
表 4-3-2 模糊觀點之忠誠度、信心、抵抗性和思想分數表96
表 4-4-1 模糊觀點資料與時數觀點資料結果比對排序表97

圖　次
圖1-4-1 研究流程圖	6
圖3-1-1研究變項圖	68
圖4-2-1各電信業者忠誠度分數圖85
圖4-2-2各電信業者信心分數圖	86
圖4-2-3各電信業者抵抗性分數圖87
圖4-2-4各電信業者思想分數圖	87
圖4-2-5各電信業者思想平均分數圖88
圖4-2-6各電信業者思想佔有率與思想佔有率平均分數圖89
圖5-2-1思想佔有率—市場佔有率矩陣圖106

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