全球化壓力致使整體消費市場環境競爭激烈、產品生命週期逐漸縮短，造成諸多企業必須要在產品上加入新元素，創造新產品的開發以導入逐步衰竭的市場環境，然而新產品導入的過程繁瑣，影響因素眾多，本研究以新產品- Apple iPhone 5為例，探討品牌信任、品牌聯想、品牌涉入、促銷頻率認知、使用者經驗各變數對品牌依附及購買意願之影響。
研究結果發現各自變數對品牌依附之影響力較各自變數對購買意願之影響力強烈，建議若為提高企業整體價值可從品牌依附著手，這些研究結果將能為更多關於消費者行為的研究，以及對於消費者品牌依附及購買意願提供一個更具體的探討方向。 後續研究可依據本研究所提出的概念加以深入探討，分析比較及其可能為企業所創造的價值。 Globalization brings about intense market competition and shorter product life cycle. Many enterprises must add new elements to products to develop new products and induce the new products into the weakening environment. Many factors can affect the complex process of new product introduction. The research takes iPhone 5 for example to explore the impact of brand trust, brand association, brand involvement, promotional frequency cognition, user experience, etc, upon brand attachment and purchase intention. The results showed that the independent variables have more impact upon brand attachment than purchase intention. The study suggests that working on brand attachment increase the overall corporate value. The results are able to provide a more specific pathway to the research about consumer behaviors and consumer’s brand attachment and purchase intention. The follow-up research is allowed to dig deeper into the notion that the study advanced for analyzing the possible values that can be brought to corporations.
