處在這競爭激烈時代，企業必須擁有一套運籌帷幄的完善策略，才能迅速地在現今多變的大環境中，做出最適當回應而獲得競爭優勢。創新策略應是企業成長之重要核心策略之一，不僅可以創造高額利潤，還能夠與顧客維持和提升良好關係。
過去研究都以一個時間點來分析產品創新擴散接受度對顧客滿意度和品牌忠誠度之影響，而本研究主要目的則以曾經購買過 iPhone 手機的消費者為對象，探討整個智慧型手機生命週期從2008年第一支智慧型手機推出至今（已有將近九年的時間）各階段之產品創新擴散接受度對顧客滿意度和品牌忠誠度之影響是否有所差異。
本研究以iPhone手機型號和時間來確認不同的產品生命週期階段，再調查使用者的使用經驗去進行量化之統計分析。經150份有效樣本之統計分析與檢定，本研究有下列重要發現：
1. 不同產品生命週期階段之產品創新擴散接受度對顧客滿意度有正向影響
2. 不同產品生命週期階段之產品創新擴散接受度對品牌忠誠度有正向影響
3. 不同產品生命週期階段之顧客滿意度對品牌忠誠度具有正向影響
4. 顧客滿意度對產品創新擴散接受度與品牌忠誠度具有中介效果

In this competitive age, companies must have a set of strategies to improve the strategy, in order to quickly change in today's changing environment, to make the most appropriate response to gain a competitive advantage. Innovation strategy should be one of the important core strategies of enterprise growth, not only can create high profits, but also maintain and enhance good relations with customers.
In the past, most researches had analyzed the impact of product innovation diffusion acceptance on customer satisfaction and brand loyalty at a certain point in time, and this study uses iPhone models and time to identify different product life cycle stages. 150 valid questionnairs were used to test the hypotheses developed in this study. The study has following important findings:
1. Product innovation diffusion acceptance of different product lifecycle stages has a positive impact on customer satisfaction.
2. Product innovation diffusion acceptance of different product lifecycle stages has a positive impact on brand loyalty.
3. Customer satisfaction at different product lifecycle stages has a positive impact on brand loyalty.
4. Customer satisfaction has an intermediary effect on product innovation diffusion acceptance and brand loyalty.

目錄
目錄	I
表次	III
圖次	V
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的	8
第四節 研究流程	9
第二章 文獻探討	10
第一節 產品生命週期	10
第二節 產品創新	15
第三節 顧客滿意度	20
第四節 品牌忠誠度	22
第五節 產品生命週期與產品創新擴散之關聯性	25
第六節 產品創新擴散接受度對顧客滿意度之影響	26
第七節 產品創新擴散接受度對品牌忠誠度之影響	27
第八節 顧客滿意度對品牌忠誠度之影響	27
第九節 產品創新擴散接受度、顧客滿意度與品牌忠誠度之關係	29
第三章 研究方法	30
第一節 研究架構	30
第二節 變數之操作型定義	31
第三節 研究假設	34
第四節 抽樣設計	35
第五節 問卷設計	36
第六節 資料分析	38
第四章 資料分析與研究結果	41
第一節 敘述性統計分析	41
第二節 因素和信度分析	49
第三節 相關分析	55
第四節 迴歸分析	57
第五節 假設驗證結果彙整	66
第五章 結論與建議	67
第一節 結論	67
第二節 管理意涵	68
第三節 研究限制	70
第四節 建議	71
參考文獻	75
一、中文部分	75
二、英文部分	76
附錄 問卷	87

 
表次
表2-1 產品生命週期各階段之特徵………………………………………………..13
表2-2 產品創新類型………………………………………………………………..19
表2-3 顧客滿意度之定義…………………………………………………………..21
表2-4 品牌忠誠度之定義…………………………………………………………..23
表3-1 產品創新擴散接受度衡量構面之操作型定義. ……………………………32
表3-2 顧客滿意度衡量構面之操作性定義………………………………………..33
表3-3 品牌忠誠度衡量構面操作性定義…………………………………………..33
表3-4 產品創新擴散接受度之問題項目…………………………………………..37
表3-5 顧客滿意度之問題項目……………………………………………………..38
表3-6 品牌忠誠度之問題項目……………………………………………………..38
表4-1 產品生命週期在導入階段下產品創新擴散接受度之敘述統計分析……..42
表4-2 產品生命週期在成長階段下產品創新擴散接受度之敘述統計分析……..43
表4-3 產品生命週期在成熟階段下產品創新擴散接受度之敘述統計分析	44
表4-4 產品生命週期在導入階段下顧客滿意度之敘述統計分析………………..45
表4-5 產品生命週期在成長階段下顧客滿意度之敘述統計分析………………..46
表4-6 產品生命週期在成熟階段下顧客滿意度之敘述統計分析………………..46
表4-7 產品生命週期在導入階段下品牌忠誠度之敘述統計分析………………..47
表4-8 產品生命週期在成長階段下品牌忠誠度之敘述統計分析………………..48
表4-9 產品生命週期在成熟階段下品牌忠誠度之敘述統計分析………………..49
表4-10 產品創新擴散接受度構面之KMO值及Bartlett球形檢定……………..50
表4-11 產品創新擴散接受度構面之因素分析………………..………………….51
表4-12 顧客滿意度構面之KMO值及Bartlett球形檢定………………………..52
表4-13 顧客滿意度構面之信度分析…………………………………...………….52
表4-14 品牌忠誠度構面之KMO值及Bartlett球形檢定………………………..53
表4-15 品牌忠誠度構面之信度分析…………………………….………………...53
表4-16 產品生命週期在導入階段下各構面之相關分析結果……………………55
表4-17 產品生命週期在成長階段下各構面之相關分析結果……………………56
表4-18 產品生命週期在成熟階段下各構面之相關分析結果……………………57
表4-19 導入階段下產品創新擴散接受度對顧客滿意度之迴歸分析……………58
表4-20 成長階段下產品創新擴散接受度對顧客滿意度之迴歸分析……………58
表4-21 成熟階段下產品創新擴散接受度對顧客滿意度之迴歸分析……………59
表4-22 導入階段下產品創新擴散接受度對品牌忠誠度之迴歸分析……………60
表4-23 成長階段下產品創新擴散接受度對品牌忠誠度之迴歸分析……………60
表4-24 成熟階段下產品創新擴散接受度對品牌忠誠度之迴歸分析……………61
表4-25 導入階段下顧客滿意度對品牌忠誠度之迴歸分析………………………62
表4-26 成長階段下顧客滿意度對品牌忠誠度之迴歸分析………………………62
表4-27 成熟階段下顧客滿意度對品牌忠誠度之迴歸分析………………………63
表4-28 產品生命週期在導入階段下顧客滿意度之中介效果條件檢定結果……64
表4-29 產品生命週期在成長階段下顧客滿意度之中介效果條件檢定結果……64
表4-30 產品生命週期在成熟階段下顧客滿意度之中介效果條件檢定結果……65
表4-31 假設檢定結果………………………………………………………………66

 
圖次
圖1-1 研究流程圖……………………………………………………………………9
圖2-1 產品生命週期分界標準……………………………………………………..12
圖2-2 產品和流程創新之發展階段………………………………………………..20
圖2-3 產品創新之產品生命週期…………………………………………………..26
圖3-1 研究架構……………………………………………………………………..30
圖4-1 因素分析後之研究架構……………………………………………………..54

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