智慧型手機已成為現代人每日不可或缺的ㄧ項產品，然而在台灣此一高滲透率的智慧型手機市場，加上來自不同國家的品牌眾多，彼此競爭激烈，因此企業該如何脫穎而出，贏得消費者的青睞，乃是值得探究的議題。據此本研究將針對台灣智慧型手機市場，消費者對於智慧型手機品牌的相關消費行為進行探討。
本研究目的在探討消費者知覺到的品牌創新聯想與口碑是否會對其購買意圖有正向的影響，以及消費者對智慧型手機品牌的購買意圖形成過程中，滿意及信任所扮演的關鍵角色為何。
本研究使用SPSS18.0版及LISREL8.7版作為本研究之資料分析工具。
透過結構方程模式分析以驗證本研究假說，得出以下結論:
一、	在台灣智慧型手機市場中，消費者知覺到的品牌創新聯想對消費者購買智慧型手機的意圖存在顯著影響效果，但口碑並不會顯著影響消費者對智慧型手機的購買意圖。
二、	在台灣智慧型手機市場，消費者購買意圖形成過程中，滿意及信任確實扮演關鍵的中介角色。
最後，依據本研究結論提出的研究發現，建議台灣業者可以營造品牌的領導性、獨特性及感染力的氛圍來使消費者知覺到該品牌具有創新性，並透過滿意度的調查，隨時掌握品牌是否有符合消費者的期望，以持續維持顧客滿意，來提升消費者對智慧型手機的購買意圖。

Nowadays, the smart phone has become a necessary in people’s lives.  However, such a high penetration of smart phone market and has many different brand from other counties, fierce competition with each other.  It is worth to research how the smart phone business stands out in the crow to win over consumers’ preferences. The study will be conducted pursuant to investigate consumer behavior for brand of smart phone related to the Taiwan market.  
The purpose of this study is to investigate brand of smart phone for the brand innovation and the word-of-mouth whether they would have a positive impact on consumer purchase intention or not. The satisfaction and trust are playing an important intermediary role.
This study used SPSS 18.0 and LISREL 8.7 were employed as the data analysis software.  There are two findings from the research:
(1)	In smart phone market in Taiwan, the brand innovation has significant impact on purchase intention, but the word-of-mouth has not significant impact on purchase intention.
(2)	In smart phone market in Taiwan, the satisfaction and the trust have mediation effect.
 
According to the above findings, some suggestions have been recommended to provide the firms developing marketing strategies. First, the firm should build their brand image as a leader, make it uniqueness, and inspired their brand in order to create consumer’s perceived innovation. Second, through the satisfacation survey, the firm can know whether the brand is consistent with consumer’s expectation and maintain consumer’s staisfactation or not, so that the firm can increase the possibilities of purchase intention.

目錄
目錄	Ⅰ
表目錄	Ⅳ
圖目錄	Ⅶ

第一章  緒論
第一節    研究背景	1
第二節    研究動機	4
第三節    研究目的	6
第四節    研究範圍及對象	6
第五節    研究流程	7

第二章  文獻探討
第一節    智慧型手機之定義與市場概況
一、	智慧型手機之定義	8
二、	智慧型手機市場概況	11
第二節    品牌創新
一、	品牌創新之定義	13
二、	品牌創新之相關研究	15
 
第三節    口碑
一、	口碑之定義	17
二、	口碑之相關研究	19
第四節    滿意
一、	滿意之定義	21
二、	滿意之相關研究	23
第五節    信任
一、	信任之定義	25
二、	信任之相關研究	27
第六節    購買意圖
一、	購買意圖之定義	29
二、	購買意圖之相關研究	31

第三章  研究方法
第一節    觀念架構	33
第二節    研究假說	34
第三節    研究變數之操作性定義與衡量	38
第四節    研究設計	43
第五節    資料分析方法	44
 
第四章  資料分析與結果
第一節    敘述性統計分析	48
第二節    構面之信度分析	65
第三節    結構方程模式分析	66

第五章  研究結論與發現
第一節    研究結論	77
第二節    研究發現	79
第三節    研究限制與未來建議	82

參考文獻
一、中文部分	83
二、英文部分	85

附錄 研究問卷	101
 
表目錄

表2-1	智慧型手機之定義彙整表	9
表2-2	品牌創新之定義彙整表	15
表2-3	過去學者研究品牌創新之相關文獻	16
表2-4	口碑定義彙整表	18
表2-5	過去學者研究口碑之相關文獻	20
表2-6	滿意定義彙整表	22
表2-7	過去學者研究滿意之相關文獻	24
表2-8	信任定義彙整表	26
表2-9	過去學者研究信任之相關文獻	28
表2-10	購買意圖之定義彙整表	30
表2-11	過去學者研究購買意圖之相關文獻	31
表3-1	假說檢定彙整表	37
表3-2	品牌創新之操作性定義與衡量	38
表3-3	口碑之操作性定義與衡量	39
表3-4	滿意之操作性定義與衡量	40
表3-5	信任之操作性定義與衡量	41
表3-6	購買意圖之操作性定義與衡量	42
表3-7	本研究之問卷回收情況分析表	43
表3-8	LISREL參數符號說明	46
表3-9	整體模式之配適度指標	47
表4-1	整體有效樣本曾經使用之手機品牌(複選)	48
表4-2	整體有效樣本是否有使用過智慧型手機	49
表4-3	整體有效樣本目前主要所使用之手機品牌	50
表4-4	整體有效樣本目前所使用之手機價格	51
表4-5	整體有效樣本前一隻手機是否為智慧型手機	52
表4-6	整體有效樣本前一隻手機主要所使用之手機品牌	53
表4-7	整體有效樣本下一支智慧型手機想購買的品牌	54
表4-8	整體有效樣本大約多久更換一次手機	55
表4-9	整體有效樣本選購智慧型手機時，考量之前三項因素	56
表4-10	整體有效樣本選購手機時主要獲得資訊來源(複選)	57
表4-11	整體有效樣本之性別分佈情形	58
表4-12	整體有效樣本之年齡分佈情形	59
表4-13	整體有效樣本之教育程度分佈情形	60
表4-14	整體有效樣本之婚姻狀況分佈情形	61
表4-15	整體有效樣本之職業分佈情形	62
表4-16	整體有效樣本之居住地區分佈情形	63
表4-17	整體有效樣本之每月個人所得分佈情形	64
表4-18	研究變項之信度分析彙整表	65
表4-19	結構方程式之參數說明	68
表4-20	整體配適度衡量結果	70
表4-21	衡量模式之評估	72
表4-22	整體之研究假說驗證結果	73
表4-23	整體路徑效果分析	76
 
圖目錄

圖1-1	2011年至2014年手機出貨量	1
圖1-2	台灣地區智慧型手機普及率	3
圖1-3	智慧型手機依賴程度	3
圖1-4	消費者最常在網路社群搜尋的產品	5
圖1-5	研究流程圖	7
圖2-1	2012至2014年智慧型手機銷售量比較	11
圖2-2	2014年臺灣消費者使用智慧型手機品牌分佈	12
圖3-1	本研究之觀念架構	33
圖4-1	本研究整體模式之線性結構圖	69
圖4-2	本研究之路徑結構關係圖	77

一、	中文部份

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許心柔(2014)，「網路購物品牌形象、品牌信任、知覺價值、知覺風險對購買意願影響之研究-以網路購買服飾商品為例」，南華大學企業管理系管理科學碩士班碩士論文。

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陳映彤(2012)，「口碑對品牌信任與品牌承諾之影響-以品牌依附與關係修補為干擾效果」，南台科技大學行銷與流通管理系碩士論文。

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楊友棣(2006)，「兩岸筆記型電腦市場品牌聯想、知覺風險與顧客滿意對購買意願影響之研究」，大葉大學國際企業管理學系碩士班碩士論文。

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