為了避免被全球化經濟浪潮吞噬，企業無不竭盡心思企圖創造產品或服務的附加價值來提升企業獲利能力。品牌原來只被用來區別銷售者的產品與服務，而當品牌與消費者接觸時，會因為消費者的決策行為與其回應讓品牌開始具備獨特的屬性、差異性，因為品牌特殊的屬性讓消費者對品牌有了認知，逐漸累積形成消費者觀點的品牌權益。
由於網際網路的發達，消費者對智慧型手機產品的知識隨處可及，也因此產品涉入程度也逐漸加深，加上市場競爭激烈，相似的產品充斥市場，因此欲研究消費者在眾多品牌中如何進行決策過程，於是利用品牌權益、產品涉入、知覺風險等變數探討對消費者購買智慧型手機意願之影響，以普羅大眾為研究對象，了解對智慧型手機品牌的認知。
本研究以便利抽樣問卷方式進行調查，總計發放347份問卷，回收342份，扣除無效問卷37份，有效問卷總計305份。經分析結果發現：
一、 品牌權益對產品涉入有直接影響。高品牌權益會引起消費者對產品的注意力，並且提高其關切程度 (涉入)。
二、 品牌權益對購買意願有直接影響。本研究對象進行購買決策時，容易受到品牌權益構面中的知覺品質、品牌知名度與差異化特質 (品牌聯想) 所影響。
三、 「知覺風險」對於「品牌權益」、「產品涉入」與「購買意願」不具有中介變數影響效果。消費者不預期購買手機行為會造成任何損失或具不確定性。
四、 「產品涉入」是「品牌權益」與「購買意願」中介變項，高品牌權益能有效誘發消費者對產品的需求與興趣，進而提升消費對產品的購買意願。
關鍵字：品牌權益、產品涉入、知覺風險、購買意願、智慧型手機

Firms constantly try their best to build up added value for products or services in order to raise their profitability in the wave of the global economy in 21th century. Originally, brands are simply used to distinguish the sellers of products or services, but once brand contacts with consumers, the interaction between firms marketing strategy and consumers’ response begins. Hence the unique brand attributes and differentiation are developed based on product and brand positioning. The uniqueness and differentiation of brand attributes can attract consumers’ recognition of brand, and it will gradually accumulate to become consumer based brand equity.
Smartphone product knowledge is widely open and only one click away from consumers on internet, thus product involvement is gradually getting high. Moreover, the market is flooded with similar products since fierce industrial competition environment. For this reason, consumers’ complex decision-making process among the numerous varieties of products interests me. After relevant literature review, the influence on brand equity, product involvement, perceived risk on smartphone is chosen to be the subject, in order to understand consumers’ perceptions of brand recognition of smartphone.
The study employs questionnaires with anonymous and convenience sampling. Total distribution of questionnaires was 347pcs, 342 were received, after deduction of invalid 37pcs, the valid questionnaires reached a total of 305. The empirical study conclusions are:
1. Brand equity affects consumers’ perceived level of product involvement. High brand equity will bring out consumers’ attention and importance of product.
2. Brand equity has direct influence on purchase intention. The objectives of this study are easily influenced by the constructs-perceived quality, brand awareness and different attributes-of brand equity when the decision-making process occurs.
3. Perceived risk does not have mediating effects among brand equity, product involvement and purchase intention. Consumers have no expectation of risk or uncertainty that would cause any loss of smartphone purchase behavior.
4. Product involvement is the mediating variable of brand equity and purchase intention. Strong brand equity can effectively seduce consumers’ needs and interests and go a step further to raise their purchase intention indirectly.

Key words: brand equity, product involvement, perceived risk, purchase intention and smartphone.

目 錄
中文摘要 ii
Abstract iii
誌 謝 v
目 錄 vi
表 目 錄 viii
圖 目 錄 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍和對象 3
第五節 研究流程 4
第六節 論文架構 5
第二章 文獻探討 7
第一節 智慧型手機 7
第二節 品牌權益 14
第三節 產品涉入 24
第四節 知覺風險 30
第五節 購買意願 33
第三章 研究設計 36
第一節 研究架構與假設 36
第二節 研究變數與操作性定義 39
第三節 量表設計 43
第四節 正式問卷發放與整理 46
第五節 資料分析方法 47
第四章 實證分析 50
第一節 樣本特性分析 50
第二節 量表信度分析 58
第三節 品牌權益、產品涉入與知覺風險構面效度分析 60
第四節 品牌權益、產品涉入、知覺風險與購買意願相關分析 68
第五節 影響智慧型手機購買意願分析 72
第六節 人口統計變項對品牌權益與產品涉入差異分析 77
第五章 結論與建議 81
第一節 結論 81
第二節 管理意涵 87
參考文獻 91
附錄 101

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三、 網站部分
Gartner Inc. http://www.gartner.com/technology/home.jsp
Interbrand : http://www.interbrand.com/en/Default.aspx
International Data Corporation (IDC) : http://www.idc.com/home.jsp
iThome: http://www.ithome.com.tw/
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拓墣產業研究所http://www.topology.com.tw/tri/
財團法人資訊工業策進會 http://www.find.org.tw/find/home.aspx
經濟部技術處 產業技術知識服務計畫 (ITIS) http://www.itis.org.tw/
資策會產業情報研究所 (MIC) http://mic.iii.org.tw/aisp/
鉅亨網 http://www.cnyes.com/
聯合新聞網http://udn.com/NEWS/main.html