隨著生產技術不斷地創新，筆記型電腦的性能與品質不但越來越優良，產品價格也持續下降。價格低廉的結果，加上開發中國家人民的消費力崛起，筆記型電腦的需求呈現穩定的成長。
另一方面，筆記型電腦屬於相對高單價的產品，因此消費者在購買時常會考慮到品牌的因素，也間接造成筆記型電腦產業集中度高的特性。根據資策會的報告指出，2010年全球前五大品牌廠(包括宏碁、惠普、戴爾、聯想以及東芝)的市占率高達74%。
由於資訊科技的流通，各個品牌廠的筆記型電腦在功能上並不會差距太多，所提供的服務也容易被其他廠牌所模仿。在這樣的情況下，在形象優良的眾多品牌中，他們之間的差異也逐漸被模糊了。
在這個消費者導向的市場中，只有顧客滿意度是無法創造忠誠客戶的。廠商除了仍要不斷地滿足顧客之外，尚須考慮到其他影響品牌忠誠度的因素。
因此，本研究從消費者的顧客滿意度、涉入程度、使用習慣及人口統計變數去探討其對品牌忠誠度的影響。此問卷採用網路問卷的方式進行資料收集，並根據問卷結果進行統計分析，包括：因素分析、迴歸分析、多變量分析。
研究的結果發現：
一、 顧客滿意度仍然深刻地影響品牌的價值，且為品牌忠誠度的必要因素。
二、 涉入程度中，產品愉悅度的高低會影響顧客滿意度與品牌忠誠度之間的關係，其他的面向的干擾作用則不顯著。
三、 使用習慣與人口統計變數也會造成顧客滿意度與品牌忠誠度之間的影響。

With the ongoing innovation of production technology, the quality and properties of NoteBook (NB) are more advanced, and the price is getting lower. Due to the low price and the rising of Chinese consumption level, the demand of NB is progressively increasing.
On the other hand, compared with other items, NB is a high unit price item. Therefore, the brand name of products becomes a factor for consideration in consumer purchases. It also leads to the consequence of NB industrial concentration. According to MIC’s report, the global market share of top 5 NB brand (Acer, Hewlett Packard, Dell, Lenevo, and Toshiba) is up to 74% in 2010.
Due to the circulation in information technology, NB functions and services provided by brand companies become similar. Under this condition, the discrepancy between different brand NBs is shortened.
In the consumer-oriented market, only consumer satisfaction cannot create the consumer loyalty. Despite the consumer satisfaction, brand companies should consider other factors that affect the brand loyalty.
The research is to discuss the factors affecting brand loyalty from the aspects of involvement, using habits, and demographic variables. In addition, statistic analysis is based on collecting questionnaires, in which the analysis includes factor analysis, regression analysis, and ANOVA analysis.
The research found that:
1. Consumer satisfaction still affects brand value ,and be a essential factor of brand loyalty.
2. Regarding to involvement, product pleasure will be factor between consumer satisfaction and brand loyalty; others will be not.
3. Using habit and Demographic Statistic will be factors between consumer satisfaction and brand loyalty.

目 錄
摘 要 i
Abstract ii
目 錄 iv
圖目錄 vi
表目錄 vii
第壹章 緒論 1
第一節 研究動機 1
第二節 研究背景 3
第三節 研究目的 4
第四節 研究範圍與對象 4
第五節 研究流程 5
第貳章 產業分析 6
第一節 筆記型電腦的沿革 6
第二節 產業特性 7
第三節 台灣筆記型電腦產業分析 10
第四節 市場概況 14
第五節 本章小節 16
第参章 文獻探討 18
第一節 涉入程度 18
第二節 顧客滿意度 20
第二節 品牌顧客忠誠度 24
第三節 生活型態變數 26
第四節 顧客滿意度對品牌忠誠度間的關係 28
第五節 涉入程度對品牌忠誠度間的關係 29
第六節 影響品牌忠誠度之因素 29
第肆章 研究設計 31
第一節 研究架構 31
第二節 研究假設 32
第三節 問卷調查與設計 32
第四節 相關計量方法 36
第伍章 實證分析 39
第一節 樣本結構與說明 39
第二節 信度分析 46
第三節 因素分析 46
第四節 研究假設檢定 51
第陸章 結論與建議 54
第一節 結論 54
第二節 建議 55
第三節 研究限制 57
第四節 未來研究之建議 58
參考文獻 59
附錄一、問卷：顧客滿意度與品牌忠誠度的關係----以筆記型電腦為例 64

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三、網站部分
資策會, http://www.iii.org.tw/
TEJ台灣經濟新報, http://www.tej.com.tw/twsite/