此研究旨在理解跨國消費性電子品牌以及台灣消費性電子品牌之消費者忠誠度。透過台灣人的觀點，更可以發現台灣品牌的盲點。理解為何台灣品牌無法如跨國品牌留住忠實顧客，從中發掘台灣品牌的不足，並且透過比較跨國之優點，來達成台灣品牌升級、產業升級等目標，更進一步的帶動台灣之高科技產業列走出代工品牌之刻板印象。藉由質化來理解跨國大品牌 - 蘋果的成功秘訣，並且藉由統整其成功要素以及其使用者所購買的產品，來頗析其忠誠顧客的反應以及消費習慣。更進一步地將其成功要素融入問卷的題目中，並再次透過發放問卷給台灣之消費性電子產品使用者，了解其使用品牌，以及對於跨國品牌、台灣品牌的印象。藉此要素來理解為何部分台灣消費性電子品牌為何仍無法成為赫赫有名、備受喜愛的國際知名大品牌。
在此研究中也發現到品牌忠誠度受到：產品保固、品牌形象、品牌知名度、產品包裝、使用體驗、產品屬性。這些因素可以成為日後各品牌，提升用戶黏著度以及品牌忠誠度的參考指標。進而使消費者提升品牌品牌忠誠度。

This research aims to understand the consumer loyalty of multinational consumer electronics brands and Taiwanese consumer electronics brands. From the perspective of Taiwanese, you can even discover the blind spots of Taiwanese brands. To understand why Taiwanese brands cannot retain loyal customers like multinational brands, discover the shortcomings of Taiwanese brands, and achieve the goals of Taiwan brand upgrades and industrial upgrades by comparing the advantages of multinational brands, and further drive Taiwan's high-tech industries out of the modern era. The stereotype of the industrial brand. By qualitatively understanding the secrets of success of the multinational brand-Apple, and by integrating its success factors and the products purchased by its users, it analyzes the reactions and consumption habits of its loyal customers. It further integrated its success factors into the questions of the questionnaire, and once again distributed the questionnaire to users of consumer electronic products in Taiwan to understand their brands and their impressions of multinational and Taiwanese brands. Take this element to understand why some Taiwanese consumer electronics brands still cannot become well-known and well-loved international brands.
In this research, it was also found that brand loyalty was affected by product warranty, brand image, brand awareness, product packaging, user experience, and product attributes. These factors can be used as reference indicators for future brands to enhance user adhesion and brand loyalty. This in turn enables consumers to enhance brand loyalty.

論文審定書 i
Acknowledgement ii
中文摘要 iii
Abstract iv
Table of Contents v
List of Tables viii
Chapter 1: Introduction 1
1-1 Research background: 1
1-2 Research Motivation: 2
1-3 Research Objectives: 2
1-4 Research Questions: 2
1-5 Research Contribution 3
Chapter 2: Literature Review 4
2-1 Introduction: 4
2-2 Importance of Brand on Product Cycle: 5
2-3 Brand Name: 6
2-4 Brand Awareness: 8
2-5 Product Attributes to Brand: 9
2-6 Country of Origin: 9
2-7 Warranties to Brand and Customer: 11
2-8 Packaging to Brand and Customer: 12
2-9 Service Credibility: 13
2-10 User's Experience: 14
2-11 Brand Image: 14
2-12 Brand Loyalty: 16
2-13 Apple Case Study 17
2-14 Taiwan Technology Brands: 19
2-15 Multi-national Technology Brands: 20
Chapter 3: Methodology 22
3-1 Research Design 22
3-2 Research Participants 23
3-3 Research Techniques 24
3-4 Research Ethics 25
Chapter 4: Analytical Results 26
4-1 Result of Interviews 26
4-2 Analysis of Interviews 45
4-3 Result and Analysis of Questionnaires 56
4-4 Summary of Results 65
Chapter 5: Discussion 70
5-1 Implications 70
5-2 Limitations 70
5-3 Contribution 71
5-4 Conclusion 72
5-5 Further Research 73
Reference: 75
Appendix 79
Transcript 217
Recording Agreement 332
Data 359

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