長久以來，品牌忠誠被視為策略行銷中，很重要的研究課題；其中包括行為面及態度面。因此調查並了解其中影響因素，將會是很有趣的討論。本研究著重於了解，針對於年輕消費者在高科技產品購買時，介於態度忠誠與行為忠誠的中間的各種影響因素，進而了解如何建立年輕消費者之品牌忠誠。

本研究著眼於了解年輕消費者之消費行為，倘若消費者對於一個品牌，已經先有態度忠誠，其中會影響消費者，將態度忠誠轉換為行為忠誠的，是眾多的調節因素，本研究深入了解其中的五項調節因素：
(1)	消費者之產品涉入程度
(2)	消費者對品牌供應商的信譽及形象知覺
(3)	消費者的滿意程度
(4)	品牌之整體表現
(5)	消費者的金額價值意識

關鍵字：年輕人、品牌忠誠、消費行為

Brand loyalty has been considered as one of the major objectives in strategic marketing, it has both a behavioral and an attitudinal component.  To investigate and analyze these factors would be an interesting subject.  This study aims to have better understanding of the dimensions between attitudinal brand loyalty and behavioral brand loyalty in the high-tech market for young adult consumers.  Also to further understand how to build the young adult consumers’ brand loyalty from a multi-faceted perspective. 

In the study, different moderators which influence the young adult consumers’ behavioral loyalty are investigated among the young adult consumers who have the attitudinal loyalty to a specific brand as an antecedent aspect.  Thus, the observed effect between attitudinal and behavioral brand loyalty may be due to several variables which work as the moderators.  Several influential factors are included in the research model: consumers’ level of product involvement, consumers’ perception to the corporate image/credibility, consumers’ level of satisfaction, overall performance and consumers’ price-value consciousness.

Contents 


Chapter 1  Introduction 
1.1	Background     1
1.2	Research aim     6
1.3	Study flow chart     8

Chapter 2  Literature Review
2.1 Brand loyalty     10
2.2 Level of product involvement     13     
2.3 Corporate image/credibility     15
2.4 Customer satisfaction     17
2.5 Overall performance     20
2.6 Price-value consciousness     22
2.7 Hypotheses     24
2.8 Conceptual framework     25

Chapter 3  Methodology
3.1 Operationalization of variables     27
3.1.1 Conditional variable     31 
3.1.2 Dependent variable     31
3.1.3 Independent variable     32
3.1.4 Demographics variable     34
3.2 The formal questionnaire     35
3.3 Data collection     36

Chapter 4  Results
4.1 Correlation and potential multicollinearity     37
4.2 Regression analysis     40 
4.2.1 Model summary     40
4.2.2 Hypotheses test     40
4.2.3 Evaluating each of the independent variables     43

Chapter 5  Conclusion 
5.1 Managerial implications     44
5.1.1 Results of the study     44
5.1.2 Suggestions related to product involvement     44
5.1.3 Suggestions related to corporate image/credibility     46  
5.1.4 Suggestions related to customer satisfaction     47
5.1.5 Suggestions related to overall performance     47
5.1.6 Suggestions related to price-value consciousness     48
5.1.7 Suggestions related to favorite brand     48
5.1.8 Other suggestions     49
5.2 Limitations and directions for future study     50

References     51     

Appendix A  Formal questionnaire, English version     55
Appendix B  Formal questionnaire, Chinese version     60


Graphs


Figures		
Figure 1	Adopter categorization on the basis of innovativeness	4
Figure 2	The rate of adoption for innovation	5
Figure 3	Study flow chart	9
Figure 4	Conceptual framework	25
		
		
Tables		
Table I	Research measures	28
Table II	Reliability coefficients	30
Table III	Correlations	38
Table IV	Collinearity diagnostics	39
Table V	Model summary	41
Table VI	ANOVA	41
Table VII	Coefficients	42
Table VIII	Summary of hypotheses testing results	45

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