在消費者行為中，消費者類型決定了購買決策之涉入程度與品牌權益認知，而決定消費者類型的因素，依據「消費者行為學」之理論，有地理性、心理性與人口統計學因素，其中心理性因素中，主要乃是受到消費者生活型態之影響，成為界定消費者類型中，最重要的一個因素。本研究乃是希望透過研究生活型態與人口統計變數之因素，區分出消費者類型，進而探討消費者購買決策中的影響因子，能夠提供制定行銷策略與建議時，重要的參考依據之一。
本研究利用問卷調查法，採用便利抽樣，調查台灣地區行動電話消費者之使用特性，探討消費者對購買行動電話之品牌權益與產品涉入之影響，並分析不同生活型態與人口統計變數的消費族群對品牌權益與產品涉入因素構面是否有顯著差異，透過資料的蒐集，及統計方法的使用，如：因素分析、集群分析、變異數分析、交叉分析法、信度分析、卡方檢定等方法，分析統計數據，歸納出本研究的研究結果與發現。
本研究結果與發現如下：
一、不同的消費者類型，有著不同的購買行為。相同的產品，也可能因為不同的消費者類型，對於產品涉入與品牌權益有著不同的同意度。
二、消費者對行動電話之產品涉入與品牌權益認知受到生活型態中的規律自我族、務實保守族與時髦品味族等各族群影響，而生活型態對於產品涉入的程度與品牌權益認知有顯著差異，其中時髦品味族對於產品涉入與品牌權益的同意度最高。
三、消費者對行動電話之產品涉入與品牌權益認知受到人口統計變數中的性別、年齡、教育程度、職業與收入等因素影響，而人口統計變數對於產品涉入的程度與品牌權益認知有顯著差異，其中性別對於產品涉入與品牌權益達顯著性最高。

關鍵字：生活型態、產品涉入、品牌權益

In purchase behavior, the level of product involvement and the perception of brand equity are decided by consumers. They differ from different consumer categories influenced by geographic, demographic and psychographic factors. Life style could be considered as the most important factor which affects the formation of consumer categories. From research on effects of life style on involvement and brand equity, we can easily discover consumers’ life attitude and purchase habit, and understand our customers more. It is important for organizations when they try to make marketing strategies without wasting any resources. 

This study is going to research consumer behavior of mobile phone in Taiwan market, and convenience sampling is utilized to gather related information. According to research goal and research hypotheses, Factor Analysis, Cluster Analysis, ANOVA Analysis, Analysis of Cross Tabulations, Scale Reliability Analysis, and Chi-Square Test are used. 

The research findings are below:
1.	Different consumer categories lead to different consumer behavior. Same products with different consumer categories would be perceived in different ways.
2.	Life style has a significant impact on product involvement, and life style has a significant impact on brand equity. And “Stylish life style” has a higher level of product involvement and perception of brand equity than other groups of life style. 
3.	Demographic variables have a significant impact on product involvement, and demographic variables have a significant impact on brand equity. And “Gender” is the most important variable which influences the level of product involvement and perception of brand equity than other demographic variables.

TABLE OF CONTENTS

ABSTRACT ..………………………………………………………………………....I
ACKNOWLEDGEMENTS…..………………………………..…………………….III
TABLE OF CONTENTS ……………………………………………………………IV
LIST OF FIGURES .…………………...……………………………………………VI
LIST OF TABLES	………………………………………………………………....VII

CHAPTER 1 INTRODUCTION……………………………………………………...1
1.1	Research Background and Research Motivation………………………………….1
1.2	Research Objective………………………………………………………………..4
1.3	Research Scope……………………………………………………………………5
1.4	Research Procedure………………………………………………………………..5
1.5	Organization of the Thesis…………………………………………………………7

CHAPTER 2 LITERATURE REVIEW……………………………………………….9
2.1 Life Style…………………………………………………………………………..9
2.1.1 Concepts and Definitions of Life Style………………………………………….9
2.1.2 The Influences on Consumer Decision………………………………………....10
2.1.3 Measurement of Life Style………………………………………………...…...11
2.1.4 Application of Life Style Research…………………………………………….14

2.2 Involvement………………………………………………………………………15
2.2.1 Conceptual Views and Definitions of Involvement Construct…………………16
2.2.2 Types of Involvement…………………………………………………………..20
2.2.3 The Antecedents of Involvement……………………………………………….23
2.2.4 Measurement of Involvement…………………………………………………..26

2.3 Brand Equity……………………………………………………………………..28
2.3.1 Concepts and Definitions of Brand Equity………………………………….…28
2.3.2 Dimensions of Brand Equity…………………………………………………...35
2.3.3 Measurement of Brand Equity…………………………………………………42

CHAPTER 3 METHODOLOGY……………………………………………………49
3.1 Conceptual Framework…………………………………………………………..52
3.2 Research Hypotheses……………………………………………………………..52
3.3 Questionnaire Development…………………………………………………..….54
3.4 Data Gathering……………………………………………………………….…...59
3.5 Data Analysis……………………………………………………………………..60

CHAPTER 4 RESEARCH RESULTS AND DISCUSSION………………………...62
4.1 Sample Description………………………………………………………………62
4.2 Analysis of Consumer Behavior…………………………………………………64
4.3 Analysis of Life Style…………………………………………………………….73
4.4 Analysis of Product Involvement………………………………………………...80
4.5 Analysis of Brand Equity………………………………………………………...84
4.6 Analysis of Consumer Category……………………………………………….…89
4.7 Effects of Life Style on Product Involvement and Brand Equity…………..….....98
4.8 Effects of Demographic Variables on Product Involvement and Brand Equity....101
4.9 Analysis of Mobile Phone Brands with Product Involvement and Brand Equity.112

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS………………...…115
5.1 Research Results and Findings………………………………………………….115
5.2 Managerial Implications……………………………………………………...…118
5.3 Research Limitations……………………………………………………………119
5.4 Future Research……………………………………………………………...….120

REFERENCES……………………………………………………………………...122

APPENDIX…………………………………………………………………………130
Appendix  A  Questionnaire……….……………………………………………..130

LIST OF FIGURES

Figure 1-1    RESEARCH PROCEDURE………………………………………….6
Figure 2-1    LIFE STYLE INFLUENCES ON CONSUMER DECISION………12
Figure 2-2    CONCEPTUALIZING OF INVOLVEMENT………………………25
Figure 2-3    HOW BRAND EQUITY GENERATES VALUE…………………...40
Figure 3-1    CONCEPTUAL FRAMEWORK……………………………………52
Figure 4-4-1  PRODUCT INVOLVEMENT DISTRIBUTION DIAGRAM………81
Figure 4-4-2  NORMAL DISTRIBUTION TEST FOR PRODCUT INVOLVEMENT DISTRIBUTION…………………………………81


LIST OF TABLES

Table 2-1    DEFINITIONS OF AIO RATING STATEMENTS…………………..13
Table 2-2    LIFE STYLE DIMENSIONS………………………………………...13
Table 2-3    SUMMARY OF DEFINITIONS OF INVOLVEMENT CONCEPT....18
Table 2-4    LITERATURE REVIEW ON TYPE OF INVOLVEMENT………….23
Table 2-5    LITERATURE REVIEW ON DEFINITIONS OF BRAND EQUITY.33
Table 2-6    SUMMARY OF DIMENSIONS OF BRAND EQUITY……………..41
Table 2-7    MEASUREMENT OF BRAND KNOWLEDGE CONSTRUCTS RELATED TO CUSTOMER-BASED BRAND EQUITY…………..43
Table 2-8    ITEMS FOR MBE AND OBE SCALES…………………………..…45
Table 2-9    SUMMARY OF MEASUREMENT OF BRAND EQUITY…………47
Table 3-1    LIFE STYLE MEASUREMENT……………………………………..55
Table 3-2    PRODUCT INVOLVEMENT MEASUREMENT…………………...57
Table 3-3    CONSUMER-BASED BRAND EQUITY MEASUREMENT………58
Table 4-1-1   BASIC DEMOGRAPHIC STATISTICS OF FORMAL DATA……..63
Table 4-2-1   POSSESSION RATE OF MOBILE PHONE………………………..64
Table 4-2-2   BRAND NAME OF POSSESSED MOBILE PHONE……………...65
Table 4-2-3   BRAND AWARENESS OF MOBILE PHONE……………………..66
Table 4-2-4   PURCHASE MOTIVATION FOR MOBILE PHONE………………67
Table 4-2-5   APPEARANCE FACTOR WHEN PURCHASING MOBILE PHONES……………………………………………………………..68
Table 4-2-6   FUNCTION FACTOR WHEN PURCHASING MOBILE PHONES.69
Table 4-2-7   PURCHASE LOCATION OF MOBILE PHONE…………………...70
Table 4-2-8   INFORMATION SOURCE FOR MOBILE PHONE………………..71
Table 4-2-9   FREQUENCY IN PURCHASING NEW MOBILE PHONE……….71
Table 4-2-10  SATISFACTION OF MOBILE PHONE USAGE………………......72
Table 4-3-1   FACTOR ANALYSIS OF LIFE STYLE………………………….…74
Table 4-3-2   FACTOR FACET OF ENJOYING FUN TYPE……………………..75
Table 4-3-3   FACTOR FACET OF CONCERNING OTHER’S JUDGEMENT TYPE…………………………………………………………………75
Table 4-3-4   FACTOR FACET OF ORDERLY & EFFICIENT TYPE…………...76
Table 4-3-5   GROUP PROPORTION……………………………………………..76
Table 4-3-6   ANOVA ANALYSIS FOR GROUPS AND LIFE STYLE FACTORS…………………………………………………………….77
Table 4-3-7   CLUSTER CHARACTERISTICS AND NAMES………………..…77
Table 4-3-8	THE CRONBACH’ α COEFFICIENT OF LIFE STYLE FACTOR...79
Table 4-4-1   T-TEST ANALYSIS OF PRODUCT INVOLVEMENT………….....80
Table 4-4-2   ONE-SAMPLE KOLMOGOROV-SMIRNOV TEST OF PRODUCT INVOLVEMENT……………………………………………………82
Table 4-4-3   SAMPLE DESCRIPTION OF PRODUCT INVOLVEMENT……...82
Table 4-5-1   FACTOR ANALYSIS OF BRAND EQUITY……………………….84
Table 4-5-2   FACTOR FACET OF BRAND LOYALTY………………………….86
Table 4-5-3   FACTOR FACET OF PERCEIVED QUALITY…………………….86
Table 4-5-4   FACTOR FACET OF BRAND ASSOCIATION…………………….87
Table 4-5-5   FACTOR FACET OF BRAND AWARENESS……………………...87
Table 4-5-6	THE CRONBACH’ α COEFFICIENT OF BRAND EQUITY FACTOR……………………………………………………………..88
Table 4-6-1   CROSS-CLASSIFICATION TABLE FOR POSSESSION RATE OF MOBILE PHONE AND GENDER…………………………………..90
Table 4-6-2   CHI-SQUARE TEST FOR POSSESSION RATE OF MOBILE PHONE AND GENDER……………………………………………..90
Table 4-6-3   CROSS-CLASSIFICATION TABLE FOR FREQUENCY OF PURCHASING NEW MOBILE PHONE AND INCOME………….91
Table 4-6-4   CHI-SQUARE TEST FOR FREQUENCY OF PURCHASING NEW MOBILE PHONE AND INCOME…………………………………..91
Table 4-6-5   CONSUMER CATEGORY PROPORTION………………………...92
Table 4-6-6   CROSS-CLASSIFICATION TABLE FOR CONSUMER CATEGORY AND GENDER…………………………………………………..…..93
Table 4-6-7   CHI-SQUARE TEST FOR CONSUMER CATEGORY AND GENDER…………………………………………………………..…93
Table 4-6-8   CROSS-CLASSIFICATION TABLE FOR CONSUMER CATEGORY AND OCCUPATION………………………………………………...94
Table 4-6-9   CHI-SQUARE TEST FOR CONSUMER CATEGORY AND OCCUPATION…………………………..………………………...…94
Table 4-6-10  CROSS-CLASSIFICATION TABLE FOR CONSUMER CATEGORY AND INCOME……………………………………………………....95
Table 4-6-11  CHI-SQUARE TEST FOR CONSUMER CATEGORY AND INCOME…………………………………………………………..…95
Table 4-6-12  ANOVA ANALYSIS FOR CONSUMER CATEGORY AND PRODUCT INVOLVEMENT……………………………………..…96
Table 4-6-13  ANOVA ANALYSIS FOR CONSUMER CATEGORY AND BRAND EQUITY……………………………………………………………...97
Table 4-7-1   ANOVA ANALYSIS OF LIFE STYLE AND PRODUCT INVOLVEMENT………………………………………………….....98
Table 4-7-2   ANOVA ANALYSIS OF LIFE STYLE AND BRAND EQUITY…100
Table 4-8-1   ANOVA ANALYSIS FORGENDER AND PRODUCT INVOLVEMENT…………………………………………………...101
Table 4-8-2   ANOVA ANALYSIS FOR AGE AND PRODUCT INVOLVEMENT…………………………...………………………102
Table 4-8-3   ANOVA ANALYSIS FOR EDUCATION BACKGROUND AND PRODUCT INVOLVEMENT………………………………………103
Table 4-8-4   ANOVA ANALYSIS FOR OCCUPATION AND PRODUCT INVOLVEMENT………………………………………………...…103
Table 4-8-5   ANOVA ANALYSIS FOR INCOME AND PRODUCT INVOLVEMENT………………………………………………...…104
Table 4-8-6   ANOVA ANALYSIS FOR GENDER AND BRAND EQUITY…...106
Table 4-8-7   ANOVA ANALYSIS FOR AGE AND BRAND EQUITY…………107
Table 4-8-8   ANOVA ANALYSIS FOR EDUCATION BACKGROUND AND BRAND EQUITY…………………………………………………..108
Table 4-8-9   ANOVA ANALYSIS FOR OCCUPATION AND BRAND EQUITY…………………………………………………………….109
Table 4-8-10  ANOVA ANALYSIS FOR INCOME AND BRAND EQUITY……110
Table 4-9-1   CROSS-CLASSIFICATION TABLE FOR BRAND NAME OF POSSESSED MOBILE PHONE AND PRODUCT INVOLVEMENT...............................................................................113
Table 4-9-2   CHI-SQUARE TEST FOR BRAND NAME OF POSSESSED MOBILE PHONE AND PRODUCT INVOLVEMENT…………...113
Table 4-9-3   ANOVA ANALYSIS FOR BRAND NAME OF POSSESSED MOBILE PHONE AND BRAND EQUITY……………………….114
Table 5-1-1   THE PURIFICATION OF THE HYPOTHESES………………….115

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