本研究採用消費者的角度，以「廠商評價」及「產品涉入」兩者作為調節變項，探討智慧型手機相關產業中，手機代工廠商、數位相機廠商及電信服務業者三者分別採用「自建品牌策略」、「品牌延伸策略」以及「向下整合策略」多角化到智慧型手機產業時，消費者對於這三種策略的購買意願是否有影響。
本研究經由前測二，手機代工廠以鴻海、數位相機廠以Canon、電信服務業者以中華電信為代表，透過廣告模擬的方式，製作出6 種彩色平面廣告的方式進行問卷調查。發放對象為主要為上班族以及即將進入職場的研究生。發放方式為
進入數家公司進行發放紙本問卷；研究生的樣本則以中山大學企管所的研究生為主。進行實驗設計架構為3（多角化策略：自建品牌、品牌延伸、）x2（廠商評價:高、低）的實驗。
研究結果顯示：一、當評價高低不同的手機代工廠及數位相機廠要推出自有品牌智慧型手機時，會對消費者的購買意願產生顯著的影響。消費者對評價高的手機代工廠及數位相機廠購買意願較高。然而，對消費者來說，評價高或評價低的電信服務業者推出自有品牌智慧型手機時，對消費者的購買意願無顯著影響。二、消費者涉入程度的高低，對智慧型手機的購買意願有顯著的影響。研究結果
顯示，涉入程度高之消費者對三種多角化策略的購買意願皆著於涉入程度低者。三、在智慧型手機產業中，廠商採用自建品牌策略、品牌延伸策略及向上整合策略這三種不同的策略進入智慧型手機市場，對消費者的購買意願無顯著的影響。
在管理意涵方面，在新興智慧型手機產業中，向上整合、自建品牌與品牌延伸策略這三種多角化方式對消費者的購買意願無顯著影響，這是台灣電子代工製造廠商的新發展機會。有技術、研發基礎的台灣廠商，可依照消費者涉入程度不同，發展符合不同需求之智慧型手機，切入智慧型手機市場。

The purpose of the study is to discuss the effect of three kinds of diversification strategies in the smart phone industry: self-brand strategy, upward integration strategy and brand extension strategy. Based on the moderate effect of evaluation of firm and product involvement, the influence of these three strategies will be evaluated by consumer’s view when firms who are smart phone-related consider entering smart phone industry.
Hon Hai, Canon and CHT were selected as cell phone equipment manufacturer, digital camera firm and internet service provider through pre-test 2. A 3(diversification strategy: self-brand strategy, upward integration strategy, brand extension strategy)x 2 (brand evaluation: high, low) experimental design collected data from white color workers and master students in NSYSU through 6 color printed advertisements.
First of all, the result of search suggests that the willingness to buy is effected by different evaluations on cell phone equipment manufacturer and digital camera firm. Willingness to buy will be high if the evaluation of cell phone equipment manufacturer and digital camera firm is high too. However, for consumer, willingness to buy is not different whether the evaluation of internet service provider is high or low. Second, consumer involvement influences the behavior of buying smart phone. Consumer who is high-involvement has higher willingness to buy than low-involvement under three different strategies. Finally, willingness to buy is not different under these three strategies no matter what strategies firms adapt when they try to enter smart phone Industry.

摘要 II
Abstract III
謝辭 IV
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究對象及範圍 5
第四節 研究流程 6
第二章 文獻探討 8
第一節 外溢效果 8
第二節 品牌延伸策略 10
第三節 多角化 13
第三章 研究方法 18
第一節 研究架構與假說 18
第二節 各變數之定義與衡量方式 21
第三節 研究設計 25
第四章 研究分析與討論 29
第一節 問卷回收與資料處理 29
第二節 變數的操弄檢定 34
第三節 廠商策略、廠商評價及涉入程度對消費者反應之影響 37
第四節 自建品牌、品牌延伸與向上整合策略對消費者反應之影響 44
第五章 結論與建議 49
第一節 研究結論 49
第二節 管理意涵 53
參考文獻 57
附錄 62
附錄一 前測一問卷 63
附錄二 前測二問卷-實驗品牌選取 69
附錄三 正式問卷 70

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三、網站部分
1. Gartner. Inc http://www.gartner.com/technology/home.jsp
2. Canalys.Inc http://www.canalys.com/