消費者經常會選擇購買熟悉的產品或光顧長久往來關係的服務業者（Aaker, 1991），因此手機業者會提升品牌權益認知以促進消費者再度購買相同品牌之產品，但消費者亦會藉由多樣化搜尋行為而選擇其他品牌（Kahn, 1995）。
    本研究旨在瞭解手機消費者之品牌權益認知與多樣化蒐尋行為之關連性，並探討品牌權益認知與多樣化蒐尋行為對再購意願之影響程度。
    本研究以問卷調查法進行研究，透過滾雪球抽樣與便利抽樣方式，對年滿18歲且擁有手機之消費者作為問卷發放對象，共發放250份問卷，有效回收問卷225份，有效回收率為90％。，經實證分析與討論後，獲致結論如下：

一、消費者之品牌權益認知與其多樣化蒐尋行為具有顯著正相關。
二、消費者之品牌權益認知與多樣化蒐尋行為對其再購意願會有顯著正向影響。
三、消費者在品牌權益認知與多樣化蒐尋行為上之不同在其再購意願上會有顯著差異。
四、不同人口統計變項之消費者在品牌權益認知、多樣化蒐尋行為、再購意願會有顯著差異。
    綜合以上結論，由於手機消費者在品牌權益認知與多樣化蒐尋行為上有其一致性，故業者除應持續強化品牌權益外，同時對消費者之多樣化蒐尋行為無須過慮，因本研究打破過去直覺思考，發現消費者之多樣化蒐尋行為對再購意願是有正向顯著影響，這也是未來仍值進一步探討的有趣問題。

Consumers often buy the familiar products or patronize the service providers with long-term relationship(Aaker, 1991).  The mobile phone industry will increase consumers’ brand equity cognition in order to enhance the intention of buying the same brand of products.  But consumers may select other brands because of their variety-seeking behaviors(Kahn, 1995).
     The purpose of this study is to discuss the relationships between the mobile phone consumers’ brand equity cognition and their variety-seeking behaviors. This study also discusses the influence of brand equity cognition and variety-seeking behaviors on the mobile phone consumers’ repurchase intention.
     This study conducted quantitative analysis through questionnaire survey.  Through snowballing sampling and convenience sampling, totally distributed 250 questionnaires of the mobile phone consumers who are all above 18 years old.  There are 225 valid samples were retrieved and the effective ratio was 90%.  After the empirical statistical analysis and discussions, the results are as following:
1.  There are significant positive correlations between consumers’ brand equity cognition and their variety-seeking behaviors .
2.  Consumers’ brand equity cognition and variety-seeking behaviors have significant positive influences on their repurchase intention.
3.  Different brand equity cognition and variety-seeking behaviors of mobile phone consumers have significant differences on their repurchase intention.
4.  Different demographic variables of mobile phone consumers have significant differences on their brand equity cognition, variety-seeking behaviors and repurchase intention.
     Based on the above finding, there is a consistent relationship in brand equity cognition and variety-seeking behaviors of mobile phone consumers, so the mobile phone industry should continue to increase brand equity and should also not worry about consumers’ variety-seeking behaviors.  By this study we break the intuitive thinking of the past and find that consumers’ variety-seeking behaviors have significant positive influences on repurchase intention.  This would be a question which is worth of more discussing in the future.

目錄	I
表次	II
圖次	IV
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	5
第三節 研究目的	8
第四節 研究範圍與對象	8
第五節 研究流程	9
第二章 文獻探討	11
第一節 品牌權益	11
第二節 多樣化蒐尋行為	21
第三節 再購意願	30
第四節 各變項間的相關性研究	33
第三章 研究方法	39
第一節 研究架構	39
第二節 研究假設	39
第三節 各變項的操作性定義與問卷設計	40
第四節 資料分析方法	44
第四章 資料分析與結果	50
第一節 預試結果	50
第二節 樣本結構分析	52
第三節 因素分析與信度分析	58
第四節 各變項間之相關性分析	63
第五節 多樣化蒐尋行為、品牌權益認知對再購意願之影響	66
第六節 多樣化蒐尋行為與品牌權益認知之不同在再購意願上之差異	72
第七節 人口統計變項對多樣化蒐尋行為、品牌權益認知與再購意願之差異性分析	73
第八節 假設之驗證結果	88
第五章 結論與建議	91
第一節 結論	91
第二節 管理意涵	97
第三節 後續研究之建議	102
第四節 研究限制	103
中文參考文獻	105
英文參考文獻	107
附錄：問卷	117
表次
表1-1：全球智慧型手機市佔率.................................................................3
表1-2：全球手機市佔率.............................................................................3
表2-1：品牌權益衡量構面.......................................................................18
表2-2：多樣化蒐尋行為的定義彙整.......................................................23
表2-3：多樣化蒐尋行為影響因素...........................................................27
表2-4：再購意願定義彙整.......................................................................31
表3-1：品牌權益認知操作性定義及衡量問項.......................................41
表3-2：多樣化蒐尋行為的操作性定義及衡量問項...............................43
表3-3：再購意願的操作性定義及衡量問項...........................................44
表4-1：預試樣本資料...............................................................................50
表4-2：各變項量表信度分析...................................................................51
表4-3：樣本之人口統計變項資料...........................................................53
表4-4：「多樣化蒐尋行為」之KMO 與Bartlett 檢定..........................59
表4-5：「多樣化蒐尋行為」之因素分析.................................................60
表4-6：「品牌權益認知」之KMO 係數與Bartlett 檢定........................60
表4-7：「品牌權益認知」之因素分析.....................................................61
表4-8：「再購意願」之KMO 係數與Bartlett 檢定................................61
表4-9：「再購意願」之因素分析.............................................................62
表4-10：各變項與構面之Cronbach’s α 係數..........................................63
表4-11：相關係數的統計意義.................................................................64
表4-12：多樣化蒐尋行為、品牌權益認知與再購意願各構面之相關性
.......................................................................................................66
表4-13：多樣化蒐尋行為與品牌權益認知之多元共線性檢驗.............67
表4-14：多樣化蒐尋行為與品牌權益認知對再購意願之多元迴歸分析
.......................................................................................................68
表4-15：多樣化蒐尋行為對再購意願之迴歸分析.................................69
表4-16：品牌權益認知對再購意願之迴歸分析.....................................70
表4-17：品牌忠誠度對再購意願之迴歸分析.........................................70
表4-18：知覺品質對再購意願之迴歸分析.............................................71
表4-19：品牌聯想與知名度對再購意願之迴歸分析.............................71
表4-20：多樣化蒐尋行為與品牌權益認知之交互影響性.....................72
表4-21：多樣化蒐尋行為與品牌權益認知在再購意願上差異之探討.73
表4-22：性別在多樣化蒐尋行為、品牌權益認知與再購意願上之差異性
分析...............................................................................................75
表4-23：使用手機類型在多樣化蒐尋行為、品牌權益認知與再購意願上之差異性分析...............................................................................76
表4-24：年齡在多樣化蒐尋行為、品牌權益認知與再購意願上之差異性
分析...............................................................................................76
表4-25：學歷在多樣化蒐尋行為、品牌權益認知與再購意願上之差異性
分析...............................................................................................78
表4-26：婚姻狀況在多樣化蒐尋行為、品牌權益認知與再購意願上之差
異性分析.......................................................................................79
表4-27：產業背景在多樣化蒐尋行為、品牌權益認知與再購意願上之差
異性分析.......................................................................................80
表4-28：職階在多樣化蒐尋行為、品牌權益認知與再購意願上之差異性
分析...............................................................................................82
表4-29：月收入在多樣化蒐尋行為、品牌權益認知與再購意願上之差異
性分析...........................................................................................84
表4-30：居住地區在多樣化蒐尋行為、品牌權益認知與再購意願上之差
異性分析.......................................................................................85
表4-31：手機品牌在多樣化蒐尋行為、品牌權益認知與再購意願上之差
異性分析.......................................................................................86
表4-32：研究假設驗證結果彙整表.........................................................90
圖次
圖1-1：美國手機市場佔有率.....................................................................2
圖1-2：手機品牌忠誠度.............................................................................5
圖1-3：本研究流程...................................................................................10
圖2-1：McAlister and Edgar 的多樣化蒐尋行為分類.............................25
圖3-1：本研究之研究架構.......................................................................39

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