隨著台灣智慧型手機市場競爭越來越激烈，許多廠商除了積極研發產品功\能外，也開始重視品牌的附加價值希望可以藉此提高利潤，又因為品牌聯想為品牌的核心價值，所以本研究以智慧型手機為研究標的，，以消費者的觀點探討智慧型手機整個市場中品牌聯想與購買意願之間的關聯，再進一步分析不同的品牌間是否存在差異。.以及消費者特性所造成的影響。
本研究以問卷調查的方式，以台灣地區的居民為對象，採取方便取樣，瞭解消費者對於各品牌的聯想、消費者特性與購買意願。有效樣本大小為224份，利用SPSS軟體進行統計分析，對資料進行分析和檢定後驗證本研究的假設
1. 智慧型手機市場中品牌聯想對於購買意願確實有顯著的影響
2. 不同智慧型廠商其品牌聯想與購買意願有顯著差異
3. 消費者特性對於部分研究變數有顯著差異
除驗證假設之外，根據研究之結果可提出下列管理意涵，期盼對學術界以及實務界有所助益
1. 加深品牌聯想的重要性，品牌聯想對購買意願的影響同樣適用於智慧型手機產業。
2. 為了創造與維持競爭優勢，廠商必須時時檢視自身的品牌聯想與競爭對手的差異。並根據消費者的特性鎖定目標市場與顧客族群，完成策略定位。

The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics
This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association、consumer characteristics and consumer purchase intention in consumer’s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions
1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market
2. There are the remarkable differences with brand association and purchase intention in dissimilar brands
3. It shows that consumer characteristics have the remarkable difference with some research variables.
This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means
1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market
2. In order to creative and maintain competition advantage，the companies must inspect what different between their own brand association and opponent’s own constantly.

目錄
論文審定書...........................................................i
中文摘要............................................................ii
英文摘要...........................................................iii
第一章　緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象與範圍 3
第二章　文獻探討 6
第一節 品牌 6
第二節 品牌權益、品牌形象與品牌聯想 8
第三節 品牌類別 17
第四節 購買意願 18
第五節 消費者特性 22
第三章 研究方法 24
第一節　研究架構 25
第二節　研究假說 27
第三節　各變數構面的操作型定義以衡量 28
第四節　問卷設計與抽樣方法 32
第五節　資料分析方法 33
第四章　資料分析 35
第一節 敘述性統計分析 35
第二節 信度分析 42
第三節 假設驗證 45
第四節 研究結果 58
第五章　結論與建議 66
第一節　本研究之結論 66
第二節　研究限制與後續研究建議 69
參考文獻 70

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網站部分
雅虎奇摩知識: http://yahoo.com.tw/
Canalys : http://www.canalysmobilityforum.com/
Interbrand: http://www.interbrand.com/