自1990年代末期由以色列公司VocalTec發展「IP Phone電話」後，致網路電話風潮橫掃全球，一般而言，「價格便宜」是促使消費者使用網路電話服務的重要因素，不僅電信設備供應商、傳統電信服務業者投入尋求新商機，有線電視業者、寬頻加值服務業者亦競相投入，紛紛推出網路電話服務以保住或擴大市場佔有率。
在此一技術與應用發展趨勢之變化下，消費者開始採用網路電話服務以取代一般傳統之電話服務，以達節省電話費用之目的，並且在不同的網路電話服務提供業者間轉換使用品牌，於此情況下，網路電話服務提供業者必須思考如何爭取客戶，取得客戶之信任並對其品牌產生忠誠實為不可忽視之課題。為驗證本研究所提之研究假設，本研究以隨機抽樣方式針對本人任職公司之現有客戶、國立台灣科技大學企管系大學部及研究所同學等實際使用者作為研究樣本，以問卷方式進行實證研究，共回收有效問卷數182份，研究驗證之結果分別說明如下：
1.不論消費者對網路電話為正向或負向的認知，在消費者實際使用之後，對於網路電話所產生之產品價值並無顯著性影響；此外，消費者本身人格特質的不同，對其所認定之產品價值亦不會產生顯著性影響。
2.消費者對所使用之網路電話品牌認定的產品價值越高(正向產品價值)，其對該網路電話品牌所產生之品牌情感(正向)、品牌信任(正向)越顯著；此外，品牌信任之顯著性高於品牌情感。
3.消費者對其所使用之網路電話品牌產生的「品牌情感」、「品牌信任」越高，則消費者對該網路電話品牌所產生之正向的品牌忠誠越顯著。

關鍵詞：網路電話、產品價值、品牌信任、品牌情感、品牌忠誠

Since VocalTec, an Israel-based company, announced internet-phone services in late 90s, voice over IP (VoIP) business becomes a booming service all over the world. In general, cheapness is the most important motivation for consumers to choose VoIP service. Not only telecommunication equipment vendors and service providers, but also cable TV service providers join in this marketplace to provide VoIP service to their existing customers to catch up with the technology trend.
In order to save telephone billings, consumers start to choose VoIP service to replace traditional telephone service. Consumers also switch their providers periodically, therefore, VoIP service providers must consider how to receive a strong brand trust and then to build up a strong brand loyalty from their existing customers, in order to maintain the customers to keep using the current brand. To testify the research hypotheses of this thesis, we use data from Taiwan Fixed Network’s existing customers and NTUST’s students in a random methodology. We received 182 effective questionnaires. The research result is summarized in the following:
1.No matter a positive or negative product concept consumers have on VoIP, it has no significant influence on product value of VoIP after using. In addition, consumers’ characters also have no significant influence on the product value.
2.The more positive product value consumers have on VoIP, the higher the positive brand effect and brand trust it creates. Moreover, Brand trust is more significant than brand effect.
3.The higher the positive brand effect and brand trust consumers have on the current brand, the higher the positive brand loyalty it will create.
Keywords: VoIP, Brand Trust, Brand Effect, Brand Loyalty

中文
期刊
1.王榮宗 (2002)，「四大族群的VoIP應用 – 企業、SOHO、家庭用戶及電信業者」，網路通訊雜誌，二月刊，pp. 59-67。
2.周韻采 (2004)，「台灣網路電話相關法例之探討」，立法院院聞，第三十二卷第二期，pp. 21-29。
3.曾芳美、尤淨纓 (2003)，「網路電話選擇行為分析」，輔仁管理評論，第十卷第二期，pp. 47-60。
4.趙啟時、劉安之 (2004)，「過來人親身談VoIP管理功課不能少」，網路通訊雜誌，四月刊，pp. 53-85。
5.謝憶文 (2000)，「顧客滿意構面、品牌忠誠度與顧客終身價值關係之研究－LISREL模式之實證」，中原大學學報，第28期，pp. 25-36。
研討會
1.王蕙君 (2002)，「全球VoIP技術、產品、市場發展分析」，資策會市場情報中心報告，pp. 1-8。
2.徐愛蒂 (2004)，「Skype持續發燒，挑動VoIP商機再現」，工業研究院產業情報中心，寬頻網路報告，pp. 1-6。
3.陳佳宜 (2004)，「傳統電話的替代品 – 從日本看VoIP的發展」，拓墣產業研究所焦點報告，寬頻通訊網路N0.4，pp.1-8。
碩博士論文
1.古明堂 (2004)，「網路經濟時代下企業對導入網路電話系統之可接受度與滿意度研究」，碩士論文，輔仁大學資訊管理學系。
2.吳朱令 (2001)，「網路電話市場區隔與定位之研究」，碩士論文，國立台灣科技大學管理研究所。
3.李珮琳 (2001)，「品牌態度與品牌忠誠類型之關連性」，碩士論文，國立台灣大學心裡學研究所。
4.林中玉 (2003)，「消費者創新產品之接受意願與產品屬性評估之研究─以網路電話盒(機)為例」，碩士論文，國立交通大學經營管理研究所。
5.洪國恩 (2001)，「應用於網路電話之端點對端點服務品質調整機制」，碩士論文，國立清華大學資訊工程系。
6.許雲程 (2005)，「網路電話服務廠商競爭策略之探討」，碩士論文，銘傳大學管理學院高階經理碩士學程在職專班。
7.陳威任 (2000)，「由技術及市場需求探討網路電話未來之發展」，碩士論文，國立交通大學科技管理所。
8.陳專榮 (2002)，「我國網路電話服務業產業分析與研究」，碩士論文，國立中央大學管理學院高階主管企管碩士班。
9.彭家賢 (1999)，「顧客基礎品牌權益之研究－交易成本理論觀點」，碩士論文，國立政治大學國際貿易學系研究所。
10.曾柏興 (2002)，「企業購買選擇行為與使用意願之研究 – 以網路電話閘道器為例」，碩士論文，國立成功大學交管理科技研究所。
11.賴英豪 (2005)，「網路電話使用行為初探 – 創新特質、使用動機與滿足程度之研究」，碩士論文，國立交通大學傳播研究所。
12.謝政益 (2003)，「網路電話接受度之研究」，碩士論文，國立台灣科技大學資訊管理系所。
13.鍾惠萍 (2002)，「品牌情感、品牌信任對品牌忠誠度影響之研究-以信用卡產業為例」，碩士論文，實踐大學企業管理研究所。
14.蘇恬怡 (1999)，「品牌屬性結構、涉入的作用對品牌忠誠度的影響：以大學生常購買的三種產品為例」，碩士論文，國立台灣大學心裡學研究所。
書籍
1.艾克 等著、高登第 譯 (2003)，「品牌管理 –哈佛商業評論」，台北：天下遠見出版公司
2.陳文生 (2005)，「網路電話(IP電信)系統規劃與建置 – 最新網路電話系統技術與應用參考手冊」，台北：文魁資訊股份有限公司，pp. 2-168。
3.陳宏宇 (2005)，「VoIP網路電話技術」，台北：儒林圖書公司，pp. 5-132。
4.戴江淮、姜玲鳳 (2005)，「網路電話SIP原理與應用」，台北：儒林圖書公司，pp. 10-93。

英文
期刊
1.Aaker, D.A. (1996), “Measuring Brand Equity across Products and Markets”, California Management Review, Vol.38, No.3, pp. 102-120.
2.Aaker, J.L. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, Vol. 34, August, pp. 247-356.
3.Baldinger, A.L. and Rubinson, J. (1996), “Brand Loyalty: the Link Between Attitude and Behavior”, Journal of Advertising Research, Vol. 36, No. 6, pp. 22-34.
4.Bloemer, J.M.M. and H.D.P. Kasper (1995), “The Complex Relationship Between Consumer Satisfaction and Brand Loyalty”, Journal of Economic Psychology, Vol.16, pp.311-321.
5.Bottomley, P.A. and Holden, S.J.S. (2001), “Do We Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies”, Journal of Marketing Research, Vol. 38, No. 4, pp. 494-500.
6.Chaudhuri, A. and Holbrook, M.B. (2001), “The Chain of Effects form Brand Trust and Brand Effect to Brand Performance: the Role of Brand Loyalty”, Journal of Marketing, Vol. 65, No.2, pp. 81-93.
7.Day, George (1996), “A Two Dimensional Concept of Brand Loyalty”, Journal of Advertising Research, Vol. 9, Sepember, pp.29-35.
8.Doney, Patricia M. and Cannon, Joseph P. (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships”, Journal of Marketing, Vol. 61, April, pg.33-51.
9.Feldwick, Paul (1996), “What is Brand Equity Anyway, and How Do You Measure It?” Journal of the Market Research Society, Vol. 38, Issue 2, pp.85-104.
10.Gardner, B.B. and S.J. Levy (1955), “The Product and the Brand”, Harvard Business Review, Vol.33, pp.33-39.
11.Greene, Tim (2006), “Network Security Is the Key to Keeping VoIP Networks Secure”, Network World Framingham, Feb. Vol. 23, Issue 7, p. 8 (1 pp.)
12.Hirschman, Elizabeth C. and Holbrook, Morris B. (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, Vol. 46, Summer, pp.92-101.
13.Johnson, Michael D., Hermann, Andreas, and Huber, Frank (2006), “The Evolution of Loyalty Intentions”, Journal of Marketing, Vol. 70, April, pp.122-132.
14.Keller, K.L. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol.57, pp.1-22.
15.Low, G.S. and Lamb, C. W.(2000), “The Measurement and Dimensionality of Brand Association”, Journal of Product and Brand Management, Vol. 9, No.6, pp. 350-370.
16.Mathieson, K., Peacock, E., and Chin, W.W. (2001), “Extending the TAM: The Influence of Perceived User Resources”, The Database for Advances in Information Systems, Vol. 32, No. 3, pp. 86-112.
17.Mittal, B. and Lassar, W.M. (1998), “Why Do Customers Switch? The Dynamics of Satisfaction Versus Loyalty”, Journal of Services Marketing, Vol. 12, No.3, pp.177-194.
18.Moon, J.W. and Kim, Y.G. (2001), “Extending the TAM for a World-Wide-Web context”, Information and Management, Vol. 38, pp. 217-230.
19.Moorman, C., Deshpande, R. and Zaltman, G. (1993), “Factor Affecting Trust in Market Research Relationships”, Journal of Marketing, Vol. 57, January, pp. 81-101.
20.Odin, Y., N., and Valette-Florence, F. (2001), “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation”, Journal of Business Research, Vol.53, Issue 2, pp.75-84.
21.Oliver, R.L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, Vol.63, pp.33-44.
22.Pokorny, Gene (1995), “Building Brand Equity and Customer Loyalty”, Electric Perspectives, Vol. 20, Issue 3, pp. 54-62.
23.Quester, P. and Lim, A. L. (2003), “Product Involvement/Brand Loyalty: Is There A Link?” Journal of Product and Brand Management, Vol.12, No.1, pp. 22-38.
24.Reicheld, F.F. and Schefter, P. (2000), “E-loyalty: Your Secret Weapon on the Web”, Harvard Business Review, Vol. 78, July/August, pp. 105-113.
25.Sengupat, J. and Fitzsimons, G. J. (2000), “The Effects of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement?” Journal of Marketing Research, Vol. 37, No. 3, pp. 318-330.
26.Voss, K.E., Spangenberg, E.R., and Grohmann, B. (2003), “Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude”, Journal of Marketing Research, Vol. 40, No. 3, pp.310-320.
碩博士論文與研討會資料
1.Reast, J. D. (2003), “The Role of Brand Trust within Related and Unrelated Brand Extension Activities: A Consumer Perspective”, unpublished Ph. D thesis, Leeds University Business School.
2.Raimondo, M.A. (2000), “The Measurement of Trust in Marketing Studies: A Review of Models and Methodologies”, IMP Conference Papers, Bath University.
3.Kolter, Philip and Jain, Dipak C. (2002), “Marketing Moves: A New Approach to Profit, Growth, and Renewal”, President and Fellows of Harvard College.
書籍
1.Jacoby, J. and Chestnut, R. W. (1978), Brand Loyalty: Measurement and Management, New York: John Wiley and Sons.
2.Kotler, P. (2003), A Framework for Marketing Management, Second Edition, New Jersey: Prentice-Hall.