全球化壓力致使整體消費市場環境競爭激烈、產品生命週期逐漸縮短，造成諸多企業必須要在產品上加入新元素，創造新產品的開發以導入逐步衰竭的市場環境，然而新產品導入的過程繁瑣，影響因素眾多，本研究以新產品- Apple iPhone 5為例，探討品牌信任、品牌聯想、品牌涉入、促銷頻率認知、使用者經驗各變數對品牌依附及購買意願之影響。

研究結果發現各自變數對品牌依附之影響力較各自變數對購買意願之影響力強烈，建議若為提高企業整體價值可從品牌依附著手，這些研究結果將能為更多關於消費者行為的研究，以及對於消費者品牌依附及購買意願提供一個更具體的探討方向。
後續研究可依據本研究所提出的概念加以深入探討，分析比較及其可能為企業所創造的價值。

Globalization brings about intense market competition and shorter product life cycle. Many enterprises must add new elements to products to develop new products and induce the new products into the weakening environment. Many factors can affect the complex process of new product introduction. The research takes iPhone 5 for example to explore the impact of brand trust, brand association, brand involvement, promotional frequency cognition, user experience, etc, upon brand attachment and purchase intention.
The results showed that the independent variables have more impact upon brand attachment than purchase intention. The study suggests that working on brand attachment increase the overall corporate value. The results are able to provide a more specific pathway to the research about consumer behaviors and consumer’s brand attachment and purchase intention. 
The follow-up research is allowed to dig deeper into the notion that the study advanced for analyzing the possible values that can be brought to corporations.

目 錄
謝辭 	I
目錄	IV
圖目錄	VI
表目錄	VII
第一章 緒論 	1
第一節 研究背景與動機 	1
第二節 研究問題與目的 	4
第二章 文獻探討 	5
第一節 品牌信任 	5
第二節 品牌聯想	10
第三節 品牌涉入	15
第四節 品牌依附	22
第五節 促銷頻率認知 	28
第六節 使用者經驗	34
第七節 購買意願	43
第八節 新產品採用 	49
第三章 研究方法 	52
第一節 研究架構 	52
第二節 假說推導 	53
第三節 研究變數定義與衡量 	58
第四節 問卷設計與調查方法 	66
第四章 研究結果 	70
第一節 初步資料分析 	70
第二節 信度與效度分析 	82
第三節 整體模式分析 	87
第四節 假說驗證結果 	94
第五章 研究結論 	98
第一節 研究結果的討論 	98
第二節 研究貢獻與管理意涵 	106
第三節 研究限制與未來研究方向 	108
參考文獻 	110
附錄 正式問卷 	121









圖目錄
圖2-1 信任的價值 	6
圖2-2 消費情境 	8
圖2-3 聯想的演化 	10
圖2-4 品牌聯想的型態 	12
圖2-5 廣告效果-探討消費者對電視廣告訊息關心程度之研究 	15
圖2-6 涉入之三大前因 	17
圖2-7 消費者與品牌態度兩者間雙向互動關係 	23
圖2-8 消費者-品牌關係之類型 	24
圖2-9 構成使用者經驗前必須滿足五項基本條件 	38
圖2-10 使用者經驗與其他經驗的範疇 	39
圖2-11 使用者經驗的階段 	41
圖2-12 購買行為矩陣 	44
圖2-13 AIDMA理論之購買意願流程 	45
圖2-14 交易效用理論 	46
圖2-15 Holak(1988)新產品採用模式 	50
圖3-1 本研究架構圖 	52




表目錄
表2-1 聯想的演化 	10
表2-2 涉入程度與消費者行為關係表 	17
表2-3產品涉入與品牌涉入的差異性 	18
表2-4 其他相關品牌涉入之文獻 	20
表2-5 促銷的定義 	28
表2-6 經驗的定義 	34
表2-7 使用經驗歸納 	36
表2-8 使用者經驗定義 	37
表2-9 經驗與使用者經驗之差異性 	39
表2-10 購買意願定義 	46
表3-1 假說彙整 	57
表3-2 品牌信任相關衡量問項 	58
表3-3 品牌聯想相關衡量問項 	60
表3-4 品牌涉入相關衡量問項 	61
表3-5 品牌依附相關衡量問項 	62
表3-6 促銷頻率認知相關衡量問項 	63
表3-7 使用者經驗相關衡量問項 	64
表3-8 購買意願相關衡量問項 	65
表4-1-1 擁有Apple iPhone卻沒Apple iPhone 5使用者之基本人文變數描述	74
表4-1-2 擁有Apple iPhone 5使用者之基本人文變數描述	76

表4-2-1 擁有Apple iPhone卻沒Apple iPhone 5使用者之平均數、標準差彙總	78
表4-2-2 擁有Apple iPhone 5使用者之平均數、標準差彙總	80
表4-3-1 本研究問卷信度分析結果	82
表4-3-2 本研究問卷信度分析結果	83
表4-4 KMO值一般常用的標準界定 	84
表4-5 因素分析結果 	85
表4-6-1 對於品牌依附結果之分析表 	88
表4-6-2 對於品牌依附結果之分析表 	90
表4-7-1 對於購買意願結果之分析表 	91
表4-7-2 對於購買意願結果之分析表 	93
表4-8-1 研究結果彙整 	94
表4-8-2 研究結果彙整 	96

一、中文部分

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