近年來,由於替換或持有第二台數位相機的比例已經高過於首次購買數位相機的比例,未來在替換或增加第二台需求的消費者比例逐漸增加。消費型數位相機市場已經轉變成人手一台的潮流,在各家廠商所推出的產品不論在功能性及價格幾近相似,品牌的經營也逐漸成為高科技產業的核心競爭力,「品牌」條件已成為消費者在選購數位相機的考量主因。故本研究以數位相機之品牌形象、品牌信任、品牌情感與品牌忠誠度間的關連性加以探討。 經由資料分析得到以下結論:一、品牌形象對品牌忠誠度呈正向影響,二、品牌形象對品牌信任呈正向影響,三、品牌信任對品牌忠誠度呈正向影響,四、品牌情感對品牌忠誠度呈正向影響,五、品牌信任對品牌情感呈正向影響。
In resent years, the proportion of replace or have second digital camera already above to first time. Consumer will replace or increase digital camera in the future. Now, everyone already owns the digital camera. The manufacturer of digital camera launches product, no matter in function or price near similar. The management of the brand becomes key competitiveness of the Hi-Tech industry. Consumers buy digital camera will consider the brand. So the research will be focused to the digital camera of brand image, brand trust, brand affect and brand loyalty. As the result, the study reaches the following conclusion: 1.Brand image has a significant positive impact on brand loyalty. 2.Brand image has a significant positive impact on brand trust. 3.Brand trust has a significant positive impact on brand loyalty. 4.Brand affect has a significant positive impact on brand loyalty. 5.Brand trust has a significant positive impact on brand affect.