蘋果iPhone自2007問世以來一直風靡全球。另人們好奇的是:iPhone如此成功是產品好?或是其行銷組合能在世界各國成功地獲得顧客的忠誠所致?而賈伯斯(Jobs)的個人魅力也跨越國界席捲全球,因此蘋果迷對賈伯斯的偶像崇拜對iPhone行銷組合之成功到底有多重大的推波助瀾作用?這些現象是否會因國而異?為了驗證假說,本研究以201位在臺灣高雄及美國洛杉磯71位iPhone使用者為樣本來做實證研究。結果發現iPhone的行銷組合對臺灣高雄及美國洛杉磯地區消費者的顧客忠誠皆有顯著影響,然而行銷組合的構面(4Ps)的影響效果程度卻不同,而且賈伯斯的偶像崇拜對臺灣與美國消費者在行銷組合的增強效果上確實有所不同。這些發現將對行銷組合,消費者行為及國際企業管理的學術研究和管理實務上具有值得參考的意涵。
iPhone becomes a worldwide most favorite cell phone since it was first presented in 2007. Why iPhone has that great performance? Excellent product make it happen? or its marketing mix can fully win worldwide customer loyalty? Due to the personal charisma of Jobs is worldwide recognized as well, therefore, how does Jobs's personal charisma strongly enhances the performance of marketing mix? In additions, should these phenomena be different in different countries? This research employed 201 Apple fans in Kaohsiung of Taiwan and 71 from LA of the States as the samples to empirically examine the above phenomena. The findings provide implication to both academic research and managerial practices.