2011年智慧型手機全球出貨量將會超過四億五千萬支，並超越傳統手機成為市場主流。消費者面臨的選擇越來越多元化。除了有許多品牌可供選擇，還有各種作業系統的選擇。在這樣推陳出新很快的市場中，品牌形象是否仍是消費者選擇智慧型手機的重要因素？對既有顧客來說品牌形象又是如何影響其忠誠度？
本研究試圖找出品牌形象對品牌忠誠度的線性關係，並加入涉入程度與作業系統的考量，研究涉入程度是否有調節此線性關係的效果，以及android與ios兩大作業系統中，此線性關係的差異。本研究的研究範圍在台灣地區有使用智慧型手機經驗的消費者，以網路和紙本問卷同時進行，共收回261份有效問卷。本研究以因素分析將品牌形象分成三個構面：功能性、象徵性、經驗性；將品牌忠誠分成兩個構面：行為忠誠、態度忠誠；將涉入程度分成重要性、象徵價值、風險性。最後利用迴歸分析驗證品牌形象影響品牌忠誠度的線性關係是否存在。將品牌形象、品牌忠誠、涉入程度的構面放入迴歸分析中，透過逐步迴歸法找出在線性關係中有影響的因素。
得到結果是品牌形象與品牌忠誠具有線性關係、不同作業系統的線性關係有差異，其中功能性品牌形象對品牌忠誠的影響最顯著。

The global shipments of smartphones will be more than four hundred fifty million, and it will overtake handset and become the mainstream in 2011. The fact is that there are more and more choices for customers to choose. It not only many brands, but also varieties of operating systems are provided with consumers.In this trend, is brand image still important factor that contributes to the consumers choosing the smartphones? For customers having had smartphones, how the brand image affects their loyalty?
Therefore, this study attempts to find out the linear relationship between brand image and brand loyalty, In addition, it takes involvement and the operating systems into consideration. The research also intends to focus on whether the effects of the involvement adjust this or not and look for a difference of linear relationship between the two operating systems-android and ios. The scope of this research includes the customers owning smartphones in Taiwan. Moreover, the method of the study is sending on-line and paper questionnaires at the same time, and the number of the valid questionnaires is 261.In this study, brand image are divided into three perspectives by factorial analysis, functional benefits, symbolic benefits, experiential benefits. Brand loyalty consists of behavioral loyalty and attitudinal loyalty. The involvement is composed of importance, symbolic value, and risk.The research uses regression analysis to verify the linear relationship between brand image and brand loyalty. Furthermore, put brand image, brand loyalty, involvement into the regression analysis, and through multiple stepwise regression analysis to find out the factors which contribute to linear relationship.
The result reveals that there is a linear relationship between the brand image and brand loyalty. In addition, linear relationship between different operating systems is also different, and especially the functional brand influences significantly on brand loyalty.

論文審定書…………………………………………………………………..……….…i
誌謝詞………………………………………………………………….……………….ii
摘要.................................................................................................................................iii
Abstract...........................................................................................................................iv
目錄..................................................................................................................................v
圖目錄............................................................................................................................vii
表目錄...........................................................................................................................viii
第一章 緒論....................................................................................................................1
1.1 研究背景.............................................................................................................1
1.2 研究動機.............................................................................................................1
1.3 研究目的.............................................................................................................2
1.4 研究範圍.............................................................................................................2
1.5 研究對象.............................................................................................................2
1.6 研究流程.............................................................................................................2
第二章 文獻探討............................................................................................................4
2.1 智慧型手機的發展與現況.................................................................................4
2.2 品牌形象...........................................................................................................13
2.3 品牌忠誠...........................................................................................................17
2.4 涉入程度...........................................................................................................23
第三章 研究方法..........................................................................................................31
3.1 研究架構...........................................................................................................31
3.2 研究假設...........................................................................................................31
3.3 研究變數的衡量...............................................................................................32
3.4 問卷設計...........................................................................................................32
3.5 抽樣設計.........................................................................................................36
3.6 資料分析方法.................................................................................................38
第四章 資料分析........................................................................................................40
4.1 樣本結構分析...............................................................................................40
4.2 信度分析.......................................................................................................44
4.3 因素分析.......................................................................................................46
4.4 研究變數之敘述性分析...............................................................................53
4.5 相關性分析...................................................................................................57
4.6 迴歸分析.......................................................................................................61
4.7 小結...............................................................................................................80
第五章 結論與建議....................................................................................................81
5.1 研究結論.......................................................................................................81
5.2 管理意涵.......................................................................................................83
5.3 研究限制與後續研究建議...........................................................................84
參考文獻.....................................................................................................................86
一、 中文部分.............................................................................................................86
二、 英文部分.............................................................................................................86
三、 網站部分.............................................................................................................93
附錄 正式問卷...........................................................................................................94

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三、 網站部分
1. IDC統計資料(2011)，IDC http：//www.idc.com
2. Gartner統計資料，Gartner 研究機構http：//www.gartner.com
3. nielsenwire: http://blog.nielsen.com/
4. seeking alpha:http://seekingalpha.com/article/220581-creative-destruction-in-the
-smartphone-market
5. App Store: http://www.store.apple.com/us
6. Android Market: http://market.android.com/