對於手機使用者來說，對「手機」的產品涉入程度有個別差異性且品牌忠誠度也有所不同。在高度競爭的手機銷售市場中，手機與電信業者與者為創造更多的營收機會與市場佔有率，推出各種手機促銷方式，企圖影響消費者之品牌忠誠度。
本研究主要針對具有購買手機經驗之手機使用者，探討手機使用者之產品涉入程度與品牌忠誠度之關係，並以促銷方式作為干擾變數，探討促銷方式在手機使用者之產品涉入程度與品牌忠誠度之影響的干擾效果。針對樣本進行實證分析與討論後，有以下重要發現： 
一、	不同人口統計變數（性別、年齡及家庭狀況）在產品涉入上有顯著差異。
二、	手機使用者之產品涉入程度對品牌忠誠度有正面影響。
三、	手機使用者之產品涉入的「誤購風險」對品牌忠誠度有負向影響。
四、	手機促銷方式在產品涉入程度對品牌忠誠度之影響有部分干擾效果

For mobile phone users, the "mobile" product involvement and brand loyalty have individual differences. In the highly competitive market of mobile phone, both mobile manufacturer and mobile operators, in order to, create more profitable opportunities and market shares, have used many different promotion methods to influence the brand loyalty.
  This study focuses on mobile phone users, and tries to explore the relationship between product involvement and brand loyalty. Using sales promotion as a moderator variable analyses the moderating effect of product involvement and brand loyalty. After completing the empirical analysis and the discussion, we have following major findings: 
1.	Three demographic variables--gender, age and family status--have significant difference in the products involvement.
2.	The products involvement for mobile phone users has a positive impact on brand loyalty.
3.	The risk of mis-purchase in the product involvement for mobile phone users has a negative effect on brand loyalty.
4.	The mobile phone sales promotion has some moderate effect on mobile phone product involvement affects the brand loyalty.

目 錄
目  錄----------------------------------------------------------------------I
表  次----------------------------------------------------------------------III
圖  次----------------------------------------------------------------------Ⅵ
第一章	緒論----------------------------------------------------------------1
	第一節	研究背景與動機----------------------------------------------1
	第二節	研究目的----------------------------------------------------3
	第三節	研究範圍與對象----------------------------------------------3
	第四節	研究流程----------------------------------------------------4
	第五節	論文結構----------------------------------------------------6
第二章	文獻探討------------------------------------------------------------7
	第一節	產品涉入----------------------------------------------------7
	第二節	促銷方式----------------------------------------------------11
	第三節	品牌忠誠度--------------------------------------------------16
	第四節	各變數間之關係----------------------------------------------23
第三章	研究設計------------------------------------------------------------25
	第一節	研究架構----------------------------------------------------25
	第二節	研究假設----------------------------------------------------25
	第三節	變數之定義與衡量--------------------------------------------28
	第四節	研究對象與抽樣設計------------------------------------------31
	第五節	資料分析方法------------------------------------------------32
第四章	資料分析與討論------------------------------------------------------35
	第一節	預試分析----------------------------------------------------35
	第二節	樣本結構分析------------------------------------------------37
	第三節	因素分析與內部一致性分析------------------------------------43
	第四節	差異性分析--------------------------------------------------49
	第五節	各變數之關連性探討------------------------------------------55
	第六節	變數各構面之迴歸分析----------------------------------------56
	第七節	檢定結果與討論----------------------------------------------71
第五章	結論與建議----------------------------------------------------------77
	第一節	結論--------------------------------------------------------77
	第二節	管理意涵----------------------------------------------------81
	第三節	研究限制----------------------------------------------------82
	第四節	建議--------------------------------------------------------83
參考文獻	
	一、中文部分--------------------------------------------------------84
	二、英文部分--------------------------------------------------------86


表 次                                                                       

表2-1	產品涉入之定義------------------------------------------------------8
表2-2	促銷之定義----------------------------------------------------------12
表2-3	促銷方式之分類------------------------------------------------------13
表2-4	價格折扣與附贈贈品相關文獻整理--------------------------------------15
表2-5	品牌忠誠之定義------------------------------------------------------17
表2-6	品牌忠誠度綜合面向之衡量方法----------------------------------------22
表3-1	產品涉入之量表設計與衡量--------------------------------------------29
表3-2	促銷方式之量表設計與衡量--------------------------------------------30
表3-3	品牌忠誠度之構面與題項----------------------------------------------31
表4-1	各變數預試之Cronbach's α係數---------------------------------------36
表4-2-1	有效樣本人口統計變數------------------------------------------------39
表4-2-2	產品涉入各構面統計表------------------------------------------------41
表4-2-3	促銷方式各構面統計表------------------------------------------------42
表4-2-4	品牌忠誠度各構面統計表----------------------------------------------43
表4-3-1	產品涉入之KMO與Bartlett檢定-----------------------------------------44
表4-3-2	產品涉入構面之因素分析----------------------------------------------45
表4-3-3	促銷方式之KMO與Bartlett檢定-----------------------------------------45
表4-3-4	促銷方式構面之因素分析----------------------------------------------46
表4-3-5	品牌忠誠度之KMO與Bartlett檢定---------------------------------------47
表4-3-6	品牌忠誠度構面之因素分析--------------------------------------------48
表4-3-7	各構面信度分析表----------------------------------------------------49
表4-4-1	性別在各構面上之差異分析表------------------------------------------50
表4-4-2	年齡在各構面上之差異分析表------------------------------------------51
表4-4-3	家庭狀況在各構面上之差異分析表--------------------------------------54
表4-5-1	各變數之相關分析表--------------------------------------------------55
表4-5-2	各變數構面之相關分析表----------------------------------------------56
表4-6-1	產品涉入對品牌忠誠度影響之迴歸分析表--------------------------------57
表4-6-2	產品涉入之構面對擁護意圖影響之複迴歸分析表--------------------------58
表4-6-3	產品涉入之構面對再購意願影響之複迴歸分析表--------------------------59
表4-6-4	產品涉入之「喜好性」對品牌忠誠度之「擁護意圖」影響-以	
	-以「價格促銷」促銷方式為干擾變數之層級迴歸分析表-------------------60
表4-6-5	產品涉入「適切性」對品牌忠誠度「擁護意圖」影響-以	
	「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------61
表4-6-6	產品涉入「誤購風險」對品牌忠誠度「擁護意圖」影響-	
	以「價格促銷」促銷方式為干擾變數之層級迴歸分析表--------------------62
表4-6-7	產品涉入「喜好性」對品牌忠誠度「擁護意圖」影響-以	
	「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------63
表4-6-8	產品涉入「適切性」對品牌忠誠度「擁護意圖」影響-以	
	「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------64
表4-6-9	產品涉入「誤購風險」對品牌忠誠度「擁護意圖」影響-	
	以「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表--------------------65
表4-6-10	產品涉入「喜好性」對品牌忠誠度「再購意願」影響-以	
	「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------66
表4-6-11	產品涉入「適切性」對品牌忠誠度「再購意願」影響-以	
	「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------67
表4-6-12	產品涉入「誤購風險」對品牌忠誠度「再購意願」影響-以	
	「價格促銷」促銷方式為干擾變數之層級迴歸分析表----------------------68
表4-6-13	產品涉入「喜好性」對品牌忠誠度「再購意願」影響-以	
	「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------69
表4-6-14	產品涉入「適切性」對品牌忠誠度「再購意願」影響-以	
	「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表----------------------70
表4-6-15	產品涉入「誤購風險」對品牌忠誠度「再購意願」影響-	
	以「贈品抽獎」促銷方式為干擾變數之層級迴歸分析表--------------------71
表4-7	假設驗證結果--------------------------------------------------------75


圖 次

圖1-1	研究流程------------------------------------------------------------5
圖2-1	Aaker之品牌忠誠度金字塔---------------------------------------------20
圖3-1	研究架構------------------------------------------------------------25

一、	中文部分
方世榮譯(2002)。P. Kotler and G. Armstrong原著。行銷學原理。台北市：東華書局。
王明裕(2006)。量販店價格促銷、品質知覺及顧客滿意對品牌忠誠度影響之研究-以台北地區桂格燕麥片市場為例。國立大同大學事業經營學系研究所碩士論文。
古佩玉(2006)。手機產業顧客品牌承諾對品牌忠誠之影響。國立台北大學企業管理學系研究所碩士論文。
吉中行(2002)。促銷形式對品牌態度之影響：品牌形象與品牌忠誠度的干擾角色。元智大學管理研究所碩士論文。
朱家賢(1999)。促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究。東吳大學企業管理學系研究所碩士論文。
吳宗霖(2005)。從知覺品質及品牌忠誠度來探討消費者對延伸產品購買意願之影響－以行動通訊系統業者的雙品牌客制化手機為例 。國立成功大學高階管理碩士在職專班碩士論文。
吳萬益 林清河(2002)。企業研究方法。台北市：華泰文化。
林衢良(2004)。大學生撞球參與者撞球場館滿意度'涉入程度與忠誠度之關係研究。國立體育學院體育研究所碩士論文。
邱俊龍(2003)。消費者類型與產品涉入度對手機購買決策時理性思考、情感歷程及態度的影響。東吳大學心理學系碩士班碩士論文。
侯嘉政、傅柏霖，(2008)。產品涉入與品牌涉入對品牌忠誠度之影響－以數位相機為例。行銷評論 ，5（1）：27-56。
徐心怡(1999)。消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討。元智大學管理研究所碩士論文。
焦經隆(2002)。女性消費者產品涉入對知覺風險、資訊搜尋及散佈之影響－以『健康食品』為例。國立成功大學企業管理學系專班碩士論文。
黃宗基(2003)。行動電話手機品牌忠誠度之研究。私立淡江大學管理科學研究所碩士論文。
黃俊英、賴文彬，(1990)。涉入的理論發展與實務應用。管理科學學報，7（1）：15-30。
黃家蔚(2003)。促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響。國立成功大學企業管理學系碩博士班碩士論文。
楊文壽(2000)。行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究。國立交通大學經營管理研究所碩士論文。
楊文壽(2000)。行動電話手機消費者之涉入程度及購買決策相關因素之關聯性研究。國立交通大學經營管理研究所碩士論文。
蔡季綾(2004)。產品置入型態與置入效果、品牌態度間關係之研究：以產品涉入度與年齡為干擾變數。國立成功大學企國際企業研究所碩博士班研究所碩士論文。
戴先志(2006)。置入情境與產品涉入對產品置入之影響。國立中正大學行銷管理研究所碩士論文。
薛賢文(2001)。促銷方式、產品線延伸策略、產品涉入與品牌評價之關係。國立中正大學企業管理學系研究所碩士論文。
魏文欽、侯耀庭，(2009)。消費者產品涉入、知覺風險對有機蔬果購買意願之實證研究。中華理論結構模式LISREL 學會，1（1）：61-72。
二、英文部分
Aaker, David A. (1990). Brand extensions the good the bad and the ugly. Sloan Management Review, 47-56.
Aaker (1991). Managing Brand Equity. New York: The Free Press, 15-17.
Balding, A.L. and Rubinson, J. (1996). Brand loyalty：The Link between Attitude and Behavior. Journal of Advertising Research, 36, 22-34.
Blackwell, D. R., P. W. Miniard and J. F. Engel (2001). Consumer Behavior. 9th ed.
Blattberg, Robert C. and Scott A. Neslin (1990). Sales Promotion: Concepts, Methods, and Strategie. NJ:Englewood Cloffs.
Brody, R. P. and S.M. Cunningham (1968). Personality Variables and The Consumer Decision Process. Journal of Marketing Research, 10, 50-57.
Campbell, Leland and William D. Diamond (1990). Framing and sales promotion：The characteristics of a good deal. Journal of Consumer Marketing, 7(4), 25-31.
Cunningham, Scott M. (1967). Preceived risk and brand loyalty. In
D. Cox, ed. Risk Raking and Information Handing in Consumer
Behavior, Boston：Harvard University Press, 507-523.
Davidow, M. (2003). Have you heard the word? The effect of word of
mouth on perceived justice, satisfaction and repurchase intentions
following complaint handling. Journal of Consumer Satisfaction, 16, 67-81.
Davis, S. J., J. Inman, and L. McAlister. (1992). Promotion has a negative effect on brand evaluation or does it ? Additional disconfirming evidence. Journal of Marketing Research, 29, 143-48.
Delgado-Ballester, E. and J. Munuera-Aleman (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
Dick, A. S. and K. Basu (1994). Customer loyalty：Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
DuWors, R. E. and G. H. Haines (1990). Event history analysis measures of brand loyalty. Journal of Marketing Research, 27, 485-493.
Ehrenberg , A. S. C. and P. Charlton (1973). An analysis of simulated
brand choice . Journal of Advertising Research, 13, 21-33.
Fournier, S. (1998). Consumers and their brands：Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343-373.
Fullerton, G. and S. Taylor (2002). Mediating, interactive, and non-liniear effects in service quality and satisfaction with services research. Canadian Journal of Administrative Sciences, 19(2), 124-136.
Fullerton, G.(2000). The role of commitment in service relationships.
published doctor’s thesis. School of Business, Queen's University.
Goldsmith, R.E. and J. Emmert. (1991). Measuring product category
involvement：A multitrait-multimethod study. Journal of Business Research, 123, 363-371.
Guest, Lester P. (1964). Last vs. usual purchase questions. Journal
     of Applied Psychology, 39, 405-408.
Hellier, K. P., M. G. Geursen, A. R. Carr and A. J. Richard (2003). Customer repurchase intention：A general structural equation model. European Journal of Marketing, 37, 1762-1800.
Jacoby, J. and D. Kyner (1973). Brand loyalty vs. repeat purchasing
behavior. Journal of Marketing Research, 10(1), 1-9.
Jacoby, J. and R.W. Chestnut (1978). Brand loyalty, New York: John Wiley & Sons.
John, H. A. (1984). Conceptualization and operationalization of involvement. Consumer Research, 11(1), 203-209. 
Kapferer, J-N and G. Laurent (1985). Consumer involvement profiles：a new practical approach to consumer involvement. Journal of Advertising Research, 6, 48-56.
Kahn , E. Barbara and Therese A. Louie(1990). Effect of retraction of
price promotions on brand choice behavior for variety-seeking and last purchase loyal consumers. Journal of Marketing Research, 279-289.
Kotler, P.(1998). Marketing Management：Analysis, Planning, Implementation, and Control. 9th ed. 
Kotler , Philip (2000). Marketing Management : Analysis ,Planning, Implementation and control. 10th ed.
Krugman, Herber E. (1965). The impact of television advertising: learning without involvement. Public Opinion Quarterly, 29, 349-356.
Lastovicka, J. L. and D. M Gardner (1978). Low involvement versus high involvement cognitive structures. Advances in Consumer Research, l(5), 87-92.
Mela F. Carl, Sunil Gupta and Donald R. Lehmann (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research, 248-261.
Mittal, B. and Lee, M (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10, 363-89.
Mobley, Mary F., William O. Bearden and Jesse E. Teel (1988). An investigation of individual responses to tensile price claims. Journal of Consumer Research, 15, 273-279.
Morgan, R. and Hunt S. (1994). The Commitment-trust Theory of
Relationship Marketing. Journal of Marketing, 58( 2), 20-38.
Moore,David J. and Olshavsky, Richard W. (1989). Brand Coice and Deep Price Discounts. Psychology and Marketing, 181-196.
Moore, G. (2002). Rossing the Chasm：Marketing and Selling Disruptive
Products to Mainstream Customers. New York: Harper Business.
Newman, Joseph W. and Richard A. Werbel (1973). Multivariate
analysis of brand loyalty for major household appliances. Journal
of Marketing Research, 404-409.
Odin, Y., N. Odin, and P. Vallett-Florence (2001). Conceptual and
    operational aspects of brand loyalty：An empirical investigation. Journal of Business Research, 53, 5-84
Oliver, L. R. (1997). Satisfaction：A Behavioral Perspective on Tthe Consumer. New York McGraw-Hill.
Oliver, L. R. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33-44.
Petty, R. E. and J. T. Capicoppo (1981). Issue Involvement as a moderator of the effects on attitude of advertising content and context. Advances in Consumer Research, l(8), 20-24
Richard, L. C. and J. C. Olson (1988). The role of involvement inattention and comprehension processes. Journal of Consumer Research.
Schiffman, L. G. and Kanuk, L. L. (2000). Consumer Behavior 7th ed., Prentice Hall, Inc.Schultz , Don E. and William A. Robinson. Sales Promotion Management, Chicago, IL : Crain book.
Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects integrated marketing communications. Harcourt Brace Chicago, Dryden Press. 4.
Shoemaker , Robert W. and F. Robert Shoaf (1997). Repeat rates of deal
purchases. Journal of advertising Research, 17 (2) , 47-53.
Sharp, B. and A. Sharp (1997). Loyalty programs and their impact on
repeat-purchase loyalty patterns. International Journal of Research in Marketing, 14, 473-486.
Soderlund, M. (2002). Customer familiarity and its effects on satisfaction and behavioral intentions. Psychology & Marketing, 19(10), 861-876.
Towel, Jeffrey G. and Claude R. Martin (1976). The elderly consumer: one segment of many? Advances in Consumer Research, 3, 463-468.
Tucker, W.T. (1964). The Development of Brand Lloyalty. Journal of
Marketing Research, 32-35.
Vaughn, R. (1980). How advertising works：A planning model.  Journal of Advertising Research, 20, 27-33.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, l(12), 341-352.
Zeithaml, V., L. Berry, and A. Parasuraman (1996). The behavioral
consequences of service quality. Journal of Marketing, 60(2), 31-46.
Scott Carol A. (1976). The effects of trial and incentives on repeat purchase behavior. Journal of Marketing Research, 13, 263-269 ,
Scott, Carol A. and Alice M. Tybout. (1979). Extending the self-perception explanation：The effect of cue salience on behavior,  In advances in consumer research 6, William L. Wilkie, ed. Ann Arbor.  MI: Association for Consumer Research, 50-54.
Seipel , Carl-Magnus (1997). Premiums-forgotten by theory. Journal of
Marketing, 35, 26-34 .
Winer, R. S. (1986). A reference price model of brand choice for frequently purchased products. Journal of Consumer Research, 13, 250-256.
Woodside, Arch G. and James D. Clokey (1975). A general model of
consumer brand switching behavior. In Edward M. Mazze, ed. Combined Proceedings, AMA, 175.