本研究旨在探討科技接受與品牌體驗對行動電話之再購意願研究-以品牌形象為共同中介效果。本研究採用問卷調查法，總共取得284份有效樣本，並歸納出以下幾個結論。(1) 科技接受對再購買意願有正向影響；(2) 科技接受對品牌形象有正向影響；(3) 品牌形象在科技接受對再購買意願間具有中介效果；(4) 品牌體驗對再購買意願有正向影響；(5) 品牌體驗對品牌形象有正向影響；(6) 品牌形象在品牌體驗與再購買意願間具有中介效果。

This study investigates the technology acceptance with brand experience of mobile phone repurchase - Brand image is intermediary effect in between.
This study used questionnaires to investigate, there are 284 effective questionnaires. Result as following conclusions. Technology acceptance has a positive impact to repurchase. Technology acceptance has a positive impact to brand image. Brand image has an intermediary impact between technology acceptance and repeated purchase. Brand Experience has a positive impact to repurchase. Brand experience has a positive impact to brand image. Brand image has an intermediary impact between brand experience and repurchase.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究方法 2
1.4 研究範圍與限制 2
2. 文獻探討 4
2.1 科技接受程度 4
2.1.1 科技接受程度的定義 4
2.1.2 小結 5
2.2 品牌形象 6
2.2.1 品牌形象的定義 6
2.2.2 小結 6
2.3 品牌體驗 7
2.3.1 品牌體驗的定義 7
2.3.2 小結 8
2.4 顧客再購買意願 9
2.4.1 顧客再購買意願的定義 9
2.4.2 小結 10
2.5 其他相關研究 11
2.5.1 科技接受對再購買意願關係之探討 11
2.5.2 科技接受對品牌形象之探討 13
2.5.3 品牌體驗對再購買意願之探討 13
2.5.4 品牌體驗對品牌形象之探討 14
3. 研究設計 15
3.1 研究架構 15
3.2 研究假設 15
3.3 研究對象 15
3.4 研究變項的操作性定義 16
3.5 問卷設計 17
3.6 統計分析方法 18
4. 資料分析 19
4.1 樣本結構之敘述性分析 19
4.2 信效度分析 21
4.3 因素分析 21
4.4 差異分析 22
4.4.1 性別在各構面的差異分析 22
4.4.2 婚姻在各構面的差異分析 22
4.4.3 不同年齡層在各構面的差異分析 23
4.4.4 不同職業在各構面的差異分析 23
4.4.5 不同教育程度在各構面的差異分析 24
4.5 相關分析 25
4.6 迴歸分析 26
4.7 中介效果驗證 26
4.7.1 品牌形象在科技接受對再購買意願之影響 27
4.7.2 品牌形象在品牌體驗對再購買意願之影響 27
4.8 小結與討論 28
5. 結論與建議 29
5.1 研究結論 29
5.2 管理意涵 30
5.3 未來研究方向 31
參考文獻 32
附錄 37

王心宜 (2007)。體驗行銷對顧客忠誠度之影響－以生活型態、涉入程度與視覺商品美感中心性為調節變數（碩士論文）。中山大學企業管理研究所。
王尉晉 (2002)。運動理念行銷策略之研究—以adidas「街頭籃球運動」與 NIKE「高中籃球聯賽」為例（碩士論文）。國立政治大學廣告學系。
Schmitt, B. H.，(2000)著，王育英，梁曉鶯(譯)，體驗行銷，台北：經典傳訊。
吳青霞 (2012)。品牌形象、服務品質對顧客滿意度與顧客忠誠度之 影響-以台南市轄內農會信用部為例（碩士論文）。南台科技大學行銷與流通管理研究所。
邱皓政 (2005)。量化研究與統計分析：SPSS中文視窗版資料分析範例解析。台北：五南。
吳學凱、游麗馨、曾永漢 (2006)。品牌偏好對購買意願之研究──以行動電話為例（碩士論文）。國立臺北商業技術學院。
林安泰 (2010)。「以科技接受、創新擴散理論、品牌忠誠度、探討智慧型手機使用之影響因素」（碩士論文）。國立東華大學國際企業管理系。
林隆儀，(2011)。服務品質、品牌形象、顧客忠誠與顧客再購買意願的關係，中小企業發展季刊，第19期，P31-P59
洪新原、梁定澎、張嘉銘 (2005)。科技接受模式之彙總研究。資訊管理學報，12 (4)，211-234。
陳榮方、 歐勁麟 (2012)。以科技接受模式探討智慧型手機購買意願－以 IPhone手機為例。2012管理創新與行銷專案研討會，高雄。
陳淑芳 (2002)。顧客關係、服務品質、品牌形象、顧客滿意度與再 購意願間關係之研究—以銀行業為例（碩士論文）。大同大學事業經營研究所。
郭永盛 (2006)。以「品牌識別要素」建立「顧客基礎品牌權益」─Aaker 蜂窩模型觀點」（碩士論文）。國立臺北大學企業管理研究所。
陳敏華 (2006) 。由品牌觀點探討如何建立品牌關係之研究─以連鎖咖啡店為例（博士論文）。國立交通大學經營管理研究所。
陳榮泰 (2012)。以科技接受探討品牌體驗、服務品質、對筆記型電腦購買意圖與滿意度之影響（碩士論文）。國立成功大學管理學院。
陳銘薰、許耀仁 (2006)。品牌形象與品牌忠誠度之關係探討－以遠雄建設入口網站為例，2006資訊管理學術與實務研討會。
莊紹翔 (2010)。品牌體驗如何影響手機消費者行為（碩士論文）。國立中正大學企業管理系。
彭劭傑 (2013)。品牌形象、品牌權益與消費意願關係之研究-以旅館業為例（碩士論文）。醒吾科技大學行銷與流通管理系碩士班，新北市。
傅仰德 (2007)。品牌形象、服務品質、顧客滿意與行為意向之研究- 以兆豐銀行為例（碩士論文）。國立高雄應用科技大學商 務經營研究所，高雄市。
黃延聰、陳頌德 (2010)。國外市場品牌行銷策略與績效-臺灣製造業之實證研究。顧客滿意學刊，11 (1)，167-202。
葉怡亨 (2011)。從品牌體驗觀點探討消費者忠誠度─以智慧型手機為例（碩士論文）。國立中正大學企業管理學系。
蔡秀燊 (2008)。消費價值、旅館形象、顧客滿意度與顧客忠誠度之 關係—以台中市某國際觀光旅館為例（碩士論文）。私立靜宜大學管理研究所。
蔡士傑 (2005)。運動健身俱樂部服務品質、顧客滿意度與再購意願之研究－以桑富士運動俱樂部為例（碩士論文）。國立臺灣師範大學休閒運動管理研究所。
顏月珠 (1996)。統計學，第五版，台北：三民書局股份有限公司。
蘇宗雄 (2000)。感性抬頭，進入大體驗時代，設計雜誌，93(39)，5-8。
Aaker, D. A. (1992). The value of brand equity. Journal of business strategy, 13(4), 27-32.
Ajzen I. (2001), “Nature and operation of attitudes,” Annual Review of Psychology, 52, 27-58.
Ambler, T.,Bhattacharya C.B.,Edell, J., Keller, K. L.,
Lemon,K.N.,Mittal,V.(2002).Relating Brand and Customer Perspectives on MarketingManagement.Journal of Service Research. 5(1),pp. 13-25
Baron, M. R. and Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations, Journal of Personality and Social Psychology, 51(6), 1173-1182.
Buzzell, R. and Gale, B. (1987), “The PIMS Princilpes: Linking Strategy to Performance,” New York: The Free Press.
Biel, A. L. (1992). How Brand Image Drives Brand Equity. Journal ofAdvertising Research, 32(6), 75-86.
Boulding, W., A. Kalra, R. Staelin and V. A. Zeithaml, 1993. A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1): 7-27.
Beatty, S.E. and Ferrell, E.M., 1998. Impulse buying: Modeling its precursors. Journal of Retailing, 74 (2), 161-67.
Bhat, S., & Reddy, S. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32-44.
Bruner, Gordon C. and Anand Kumar (2005), “Explaining Consumer Acceptance of Handheld Internet Devices,” Journal of Business Research, May, Vol. 58, No. 5, 553-558.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 (3): 52-68
Christopher, W. L. H., James, L. H., & Earl, S. J. W. (1990). The profitable art of service revovery. Harvard Business Review,68(4), 148-156.
Cronin, Jr. J. J., and S. A. Taylor., 1994. Measuring Service Quality: Are Examination and Extension. Journal of Marketing, 56(3): 55-68.
Chmitt, B. H. (1999). Experiential marketing. Journal of Marketing Management, 15(1), 53-67.
Davis, F. D. “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly(13:3), 1989, pp.319-339.
Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,” Management Science (35:8), 1989, pp.982-1002.
Davis, F., Bagozzi, R., and Warshaw, P. (1989), “User acceptance of computer technology: A comparison of two theoretical models,” Management Science, 35(8), 982-1004.
Dodds, W. B., Monroe, K. B. and Grewal, D. (1991), “The Effects of Price, Brand, and Store Information on Buyers ’Product Evaluation,” Journal of Marketing Research, 28(3), 307-319.
Dick, A. S. and K. Basu, 1994. Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2): 99-113.
Dholakia, U. M. (2000). Temption and resistance: An integrated model of consumption impulse formation and enactment, Psychology and Marketing, 17(11), 955-982.
Davidow, M., 2003. Have You Heard the Word? The Effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intentions Following Complaint Handling. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16(January): 67- 80.
Drengner, J., Gaus, H., & Jahn, S. (2008). Experiential Marketing:Advice on the Potential and Pitfalls of a Growing Trend.Strategic Direction, 24(10), 24-26.
Fishbein, M. and Ajzen, I. Belief, Attitude, Intention and Behavior: AnIntroduction to Theory and Research, Addison-Wesley, Reading, MA, 1975.
Fornell, C.,〝A National Customer Satisfaction Baromer：The Swedish Experience,〞Journal of Marketing, Vol. 56 (January), 1992,pp.61-103.
Howard, J. A., 1989, Consumer Behavior in Marketing Strategy, Englewood Cliffs, New Jersey:　Prentice Hall International, Inc.
Hart, Christopher W. L., Heskett, James L. & Jr. Sasser, W.Earl.(1990) TheProfitable Art of Service Recovery, Harvard Business Review, Vol. 68, pp.148-156.
Hartwick, J. and Barki, H. “Explaining the Role ofUser Participation in Information System Use,”Management Science (40:4), 1994, pp. 400-465.
Heskett. (1994), Putting the Service-Profit Chain to Work, Harvard Business
Review,72(2), 164-172.
Ha, H. Y. & Perks, H. (2005), Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust, Journal of Consumer Behavior, Vol.4, No.6, pp.438-452.
IDC Worldwide Quarterly Mobile Phone Tracker, December 2, 2015
Jones, T. O., & Sasser, W. E. (1995). Why Satisfied Customers Defect.Harvard Business Review, 73(6): 88-89.
Jones, T. O. and W. E. Sasser, 1995. Why Satisfied Customer Defect. Harvard Business Review, 73(6): 88-99
Kamins, M. A., & Marks, L. J. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar ＆ unfamiliar Brands. Journal of Academy of Marketing Science,19(3), 177-185.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
Keaveney, S. M. (1995). Customer switching behavior in service industries: an exploratory study. Journal of Marketing, 59(2), 7182.
Kotler, P. (1999), Marketing Management, 10 editions. NJ: Prentice-Hall International Inc.
Kim, M. K., Park, M. C., & Jeong, D. H. （2004）. The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile
telecommunication services. Telecommunications Policy, 28（2）, 145-159.
Magid, J. M., Anthony D. Cox, and Dena S. Cox. “Quantifying Brand Image:
Empirical Evidence of Trademark Dilution,” American Business Law
Journal, 2006, Vol. 43, No.1, pp. 1-42.
Norris, R. T. (1941). The Theory of Consumer’s Demand. New Haven, CT: Yale University Press.
Newman, J. W., 1957. New Insight, New Progress for Marketing. Harvard Business Review, 35: 5.
Oliver, R. L., 1993. Cognitive, Affective, and Attribute Base of the Satisfaction Response. Journal of Consumer Research, 20(3): 418-430.
Oliver, R. L., R. T. Rust and S. Varki, 1997. Customer Delight: Foundations, Findings, and Managerial Insight. Journal of Retailing, 73(3): 311-336.
Oliver, R. L., 1999. Whence Consumer Loyalty? Journal of Marketing, 63(Special Issue): 33-44
Oh S.H., KimY.M., Lee C.W., Shim G.Y. , Park M.S. and Jung H.S. (2009), “Consumer Adoption of Virtual Stores in Korea: Focusing on the Role of Trust and Playfulness,” Psychology & Marketing, 26(7), 652–668.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of
service quality and its implications for future research. Journal of Marketing ,
49(Fall), 41-50.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 135-145.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A
multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(Spring), 12-40.
Parasurman, A. Zeithaml, V. A. and Berry, L. L. (1988) Communication and Control
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinememt and
reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450
Planned Behavior: A Study of Consumer Adoption Intentions,”International Journal of Research in Marketing (12:2), 1995c, pp.137–155.
Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97-105.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinememt and
reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450
Robinson, J. P., Shaver, P. R., & Wrightsman, L. S. (Ed.), (1991), Measures of Personality and Social Psychological Attitudes, San Diego: Academic Press.
Randall, G.(1997), A Practical Guide to Branding, NY: 1st ed., Big Apple Tuttle Mori Agency:The Free Press.
Selnes, F., 1993. An Examination of the Effect of Product Performance on Brand Reputation Satisfaction and Loyalty. European Journal of Marketing, 27(9): 19-35.
Sen, S., & Johnson, E. J. (1997), “Mere-Possession Effects without Possession in Consumer Choice,” Journal of Consumer Research, 24(June), 105-117
S. E. Beatty and M. E. Ferrell, “Impulse Buying: Modeling Its Precursors”, Journal of Retailing, vol. 74, (1998) February, pp. 169-191.
Schmitt, Bernd H.(1999),“Experiential Marketing：How to get consumers to sense,
act, and relate to your company and brand,＂New York：the free Press,p.73
Schiffman and Kanuk (2000), “Consumer behavior”, 7th, Prentice Hall, Inc.
30. Ajzen I. (2001), “Nature and operation of attitudes,” Annual Review of Psychology, 52, 27-58.
Smith, Shaun and Joe Wheeler (2002), Managing the Customer Experience: Turning Customers into Advocates. Upper Saddle River, NJ: Financial Times Prentice Hall.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers purchase intentions. Journal of Retailing, 70(2), 163-178.
Taylor, S. and Todd, P. A. “Assessing IT Usage:The Role of Prior Experience,” MIS Quarterly (19:2), 1995a, pp.561-570.
Taylor, S. and Todd, P. A. “Understanding Information Technology Usage: a Test of Competing Models, ” Information Systems Research (6:2), 1995b,pp.144-176.
Taylor, S. and Todd, P. A. “Decomposition and Crossover Effects in the Theory of Planned Behavior: A Study of Consumer Adoption Intentions,”International Journal of Research in Marketing (12:2), 1995c, pp.137–155.
Yu, H. and Ko, H. T., 2012, “Integrating Kano Model with Strategic Experiential Modules in Developing Ict-Enabled Services: An Empirical Study,” Management Decision, Vol. 50, No. 1, 7-20.