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    题名: iPod態度與忠誠度對Apple電腦其他商品之態度影響
    作者: 張珮芬
    贡献者: 邱志聖
    張珮芬
    关键词: 專屬資產
    態度
    忠誠度
    流行創新接受度
    iPod
    日期: 2005
    上传时间: 2009-09-18 14:10:30 (UTC+8)
    摘要: 在台灣市場中，蘋果電腦iPod的經營模式並不能像國外一般，採取iPod搭配iTunes的方式，因為iTunes在台灣現在尚未開放合法的音樂下載。可是iPod依然在台灣造成一股旋風，蘋果電腦每推出一iPod新機型，都會在MP3市場上丟下一顆震撼彈，尤其在iPod nano推出時，市場出現預購和搶購的情形，iPod儼然已經成為MP3 Player的代名詞，並增加許多原本不是蘋果電腦忠實顧客的購買者，如果美國的成功模式是因搭配iTunes音樂商店的緣故，那台灣的消費者為何會選擇購買iPod，這是本研究選取iPod作為討論對象的主因。另一個研究重點則是探討，iPod使用者對於iPod的態度是不是會影響對於蘋果電腦其他商品的態度，進而影響使用者對於蘋果電腦其他商品的購買意願。
    研究結果顯示，iPod使用者對iPod的認知、認同以及所感受到的群體壓力與對iPod的態度呈現正相關；在對iPod的忠誠度部分，認知和認同也是呈現正相關。至於iPod使用者的流行創新接受度部分，研究結果顯示，iPod使用者對iPod的態度，並不會因個人流行創新接受度越高，而對iPod的態度越正面。再者，台灣消費者雖然不像美國消費者可以利用iTunes音樂商店購買音樂，因而與iPod間建立起高專屬資產，卻仍然會因為特殊的使用方式建立起專屬資產。
    此外實証結果亦顯示，iPod的使用者對於蘋果電腦其他商品的正面態度會直接影響其對於蘋果電腦其他商品的購買意願，因此當iPod使用者對於非iPod之蘋果電腦的商品態度越正面，將使其提升對於蘋果電腦其他商品的購買意願。iPod使用者對於iPod的態度將正面影響對蘋果電腦其他商品的態度，但是iPod使用者對於iPod的忠誠度並不會影響其對於蘋果電腦其他商品的態度，即使用者對於iPod高忠誠度越高，並不代表將會對蘋果電腦其他商品的態度越佳。不過對於蘋果其他商品的態度將影響對於蘋果電腦其他商品的購買意願，因此可以透過iPod使用者對於iPod的態度，正面影響對於蘋果電腦其他商品的態度，進而提升購買意願。所以即使對iPod忠誠度高無法移轉到對於蘋果電腦其他商品的態度，蘋果電腦仍是可以直接透過態度與態度之間的直接關係，提升購買意願。
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