處在這競爭激烈時代，企業必須擁有一套運籌帷幄的完善策略，才能迅速地在現今多變的大環境中，做出最適當回應而獲得競爭優勢。創新策略應是企業成長之重要核心策略之一，不僅可以創造高額利潤，還能夠與顧客維持和提升良好關係。 過去研究都以一個時間點來分析產品創新擴散接受度對顧客滿意度和品牌忠誠度之影響，而本研究主要目的則以曾經購買過 iPhone 手機的消費者為對象，探討整個智慧型手機生命週期從2008年第一支智慧型手機推出至今（已有將近九年的時間）各階段之產品創新擴散接受度對顧客滿意度和品牌忠誠度之影響是否有所差異。 本研究以iPhone手機型號和時間來確認不同的產品生命週期階段，再調查使用者的使用經驗去進行量化之統計分析。經150份有效樣本之統計分析與檢定，本研究有下列重要發現： 1. 不同產品生命週期階段之產品創新擴散接受度對顧客滿意度有正向影響 2. 不同產品生命週期階段之產品創新擴散接受度對品牌忠誠度有正向影響 3. 不同產品生命週期階段之顧客滿意度對品牌忠誠度具有正向影響 4. 顧客滿意度對產品創新擴散接受度與品牌忠誠度具有中介效果 In this competitive age, companies must have a set of strategies to improve the strategy, in order to quickly change in today''s changing environment, to make the most appropriate response to gain a competitive advantage. Innovation strategy should be one of the important core strategies of enterprise growth, not only can create high profits, but also maintain and enhance good relations with customers. In the past, most researches had analyzed the impact of product innovation diffusion acceptance on customer satisfaction and brand loyalty at a certain point in time, and this study uses iPhone models and time to identify different product life cycle stages. 150 valid questionnairs were used to test the hypotheses developed in this study. The study has following important findings: 1. Product innovation diffusion acceptance of different product lifecycle stages has a positive impact on customer satisfaction. 2. Product innovation diffusion acceptance of different product lifecycle stages has a positive impact on brand loyalty. 3. Customer satisfaction at different product lifecycle stages has a positive impact on brand loyalty. 4. Customer satisfaction has an intermediary effect on product innovation diffusion acceptance and brand loyalty.
