對於手機使用者來說，對「手機」的產品涉入程度有個別差異性且品牌忠誠度也有所不同。在高度競爭的手機銷售市場中，手機與電信業者與者為創造更多的營收機會與市場佔有率，推出各種手機促銷方式，企圖影響消費者之品牌忠誠度。 本研究主要針對具有購買手機經驗之手機使用者，探討手機使用者之產品涉入程度與品牌忠誠度之關係，並以促銷方式作為干擾變數，探討促銷方式在手機使用者之產品涉入程度與品牌忠誠度之影響的干擾效果。針對樣本進行實證分析與討論後，有以下重要發現： 一、 不同人口統計變數（性別、年齡及家庭狀況）在產品涉入上有顯著差異。 二、 手機使用者之產品涉入程度對品牌忠誠度有正面影響。 三、 手機使用者之產品涉入的「誤購風險」對品牌忠誠度有負向影響。 四、 手機促銷方式在產品涉入程度對品牌忠誠度之影響有部分干擾效果 For mobile phone users, the "mobile" product involvement and brand loyalty have individual differences. In the highly competitive market of mobile phone, both mobile manufacturer and mobile operators, in order to, create more profitable opportunities and market shares, have used many different promotion methods to influence the brand loyalty. This study focuses on mobile phone users, and tries to explore the relationship between product involvement and brand loyalty. Using sales promotion as a moderator variable analyses the moderating effect of product involvement and brand loyalty. After completing the empirical analysis and the discussion, we have following major findings: 1. Three demographic variables--gender, age and family status--have significant difference in the products involvement. 2. The products involvement for mobile phone users has a positive impact on brand loyalty. 3. The risk of mis-purchase in the product involvement for mobile phone users has a negative effect on brand loyalty. 4. The mobile phone sales promotion has some moderate effect on mobile phone product involvement affects the brand loyalty.
