電信自由化和市場開放之後，手機市場已步入成熟期，消費者已越來越習慣其所使 用的智慧型手機業者所提供的客製化系統。尤其是，當一個消費者使用越多應用軟體 時，其轉換至其他系統的意願越低，也就是說其品牌忠誠度相當高，以至於目前有許多 蘋果的死忠支持者以及Android的擁護者。現有消費者對於各品牌廠商就顯得相當重 要，除了需要維持較高的消費者滿意度外，也必須將其滿意度化為實際的忠誠行為，進 而鞏固市占率，以強化自身的競爭能力。Gfk分析師Ryan Garner表示，當消費者十分滿 意目前平台所提供的服務時，他們就不願意更換到另一作業系統，族群品牌忠誠度高。 本研究探討影響消費者對智慧型手機品牌忠誠度的相關因素，以提出相關的因果模式， 最後，做相關的結論與建議，以提供政府與業者在制定產業政策的參考。因此本研究將 以智慧型手機的消費者為對象，對消費者購買行為加以研究，並對消費者的體驗價值、 品牌認同及品牌忠誠度之關係予以探討，並以替代品吸引力為干擾因素探討消費者體驗價值及品牌認同度對品牌忠誠度的影響，提出相關的實證研究模式，研究結果將提供廠 商制定行銷決策的參考。 Telecommunications liberalization and market opening, the mobile phone market has entered a mature stage. The consumers have become increasingly used to provide customized system they use the smartphone industry. Especially, consumers’ willingness to convert to other systems is lower and their brand loyalty is very high when a consumer to use the more applications. Therefore, many Apple loyalists and advocates Existing consumers is very important for each brand manufacturers, Apart from the need to maintain high consumer satisfaction, satisfaction into loyalty behavior, thereby strengthening the market share, in order to strengthen their competitive ability. The Gfk analyst Ryan Garner said, they do not want to change to another operating system, ethnic brand loyalty when consumers satisfied with the services provided by the platform. In this study, we propose related factors affect consumer smartphone brand loyalty to propose a causal model, and finally, we make the conclusions and recommendations to the government and private sector in the formulation of industrial policy reference. Therefore, this study will be smartphone consumers targeted consumer purchase behavior to be studied to be explored, and the value of the consumer experience, brand recognition and brand loyalty, attractive alternatives for interfering factors value of the consumer experience and brand recognition of the degree of brand loyalty proposed empirical research mode, the results will provide manufacturers develop marketing decision-making reference.
