關鍵字：生活型態、產品涉入、品牌權益 In purchase behavior, the level of product involvement and the perception of brand equity are decided by consumers. They differ from different consumer categories influenced by geographic, demographic and psychographic factors. Life style could be considered as the most important factor which affects the formation of consumer categories. From research on effects of life style on involvement and brand equity, we can easily discover consumers’ life attitude and purchase habit, and understand our customers more. It is important for organizations when they try to make marketing strategies without wasting any resources.
This study is going to research consumer behavior of mobile phone in Taiwan market, and convenience sampling is utilized to gather related information. According to research goal and research hypotheses, Factor Analysis, Cluster Analysis, ANOVA Analysis, Analysis of Cross Tabulations, Scale Reliability Analysis, and Chi-Square Test are used.
The research findings are below: 1. Different consumer categories lead to different consumer behavior. Same products with different consumer categories would be perceived in different ways. 2. Life style has a significant impact on product involvement, and life style has a significant impact on brand equity. And “Stylish life style” has a higher level of product involvement and perception of brand equity than other groups of life style. 3. Demographic variables have a significant impact on product involvement, and demographic variables have a significant impact on brand equity. And “Gender” is the most important variable which influences the level of product involvement and perception of brand equity than other demographic variables.