隨著台灣電信市場自由化，民營電信業者相繼開台加入營運後，台灣在短短的幾年間行動電話用戶數呈現爆炸性的成長，曾經締造全球行動電話普及率第一的紀錄。由於我國電信市場競爭激烈，在行動電話用戶數趨於飽合狀態下，電信業者不再以爭取用戶數為主要營運重點，轉往為增加每用戶平均貢獻額（Average Revenue Per User, ARPU）而努力，發展行動加值服務就成為國內行動通信業者另尋獲利成長及刺激行動電話用戶貢獻度的重要方向。
行動加值服務被電信業者視為通訊市場的明日之星，是最具市場開發潛力的一項服務。2005年3G已正式營運，藉由網路、頻寬、數據內容的優勢，行動加值服務儼然已是現今電信業者最重視的一項業務。因此，如何開拓財源創造加值營收是各大電信業者、內容服務開發廠商、手機通路商共同思考及關切的焦點。
本研究主要在探討消費者使用電信業者的行動加值服務情形及對品質認知而使其產生關係品質與品牌忠誠度的影響。本研究經過相關文獻探討、問卷發展、建構關連、提出研究假設模式；經過調查分析消費者的使用及對品質的認知並加入生活型態為干擾變數時之影響，同時也經過信度與效度之檢測、迴歸分析驗證假設，導出下述結果：
一、 由於行動加值服務僅佔電信業者營收的5%~6%，顯示使用人口及普及度都不高，在使用加值服務有限的情況下，無法有效客觀的測出與品牌之關連，故行動加值服務的使用情形對關係品質與品牌忠誠度並無顯著性影響。
二、消費者因為加值服務的品質認知對整體品牌忠誠度、品牌忠誠度各構面、整體關係品質及關係品質之滿意與信賴構面有顯著的影響。
三、行動加值服務的使用情形與品質認知不會因為不同生活型態的消費者而對品牌忠誠度及關係品質產生正向的影響。

Since the deregulation of Taiwan’s telecom industry, lots of private telecom service providers were one by one to start their business. In Taiwan, the volume of mobile phone users has a booming rise in several years, even once founded the record of the number one of the mobile telephone penetration rate in the world. Because of the market competition of telecom industry in Taiwan, the volume of mobile phone users tends towards the state of being saturation. The telecom service providers are no longer striving for the volume of users as the main strategy of operation. They change their strategy to increase every user's average contribution volume (Average Revenue Per User, ARPU). They start to take action to develop value-added services in order to seek profit growth and increase the ARPU.

The value-added services will be a star of tomorrow in the market of the telecom industry. It will be the most potential service in the market development. 3G has already began since 2005, via the network bandwidth and broadband content process speeds, the value-added services seem to be the most profitable income of the telecom service providers. So how to make money to create the turnover of the value-added services will be the common deeply concerned point of every large telecom service providers, content providers, mobile phone distributors as well.

This research is mainly to probe into the influence on the relationship quality and brand loyalty after consumers using the mobile value-added services and the perceived quality. The research is through literature review, questionnaire development, correlation creation, propose studying the model of hypothesis, investigate and analyze consumers' behavior of using and perceived quality while adding the living style in order to interfere the influence of parameter. And it passes the reliability, validity testing and regression hypothesis then lead out the following results:

I. Mobile value-added services is only for 5-6% that the telecomm turnover, it appears the population of using and popularizing rate is not high, under the situation of using the limited value-added services, this research cannot be able to measure the relationship quality with the brand objectively. So the usage situation has no significant influence on relationship quality and brand loyalty of the mobile value-added services.
II. Consumers, to the loyalty of the whole brand because of the perceived quality of the mobile value-added services, each brand loyalty construct surface, whole relationship quality and relationship quality satisfied to construct surface have significant influence on the trust.
III. Usage situation and perceived quality will probably not have a positive impact on brand loyalty and relationship quality cause by the consumers’ different live style.

一、中文部分
(一)書籍
1. 方世榮譯(2000)。《行銷管理學》，台北：東華。(原書Kotler, P. [2000]. Marketingmanagement, 10th Ed)
2. 司徒達賢(1995)。《策略管理》，台北：遠流。
3. 李伯謙、周善謙譯(2004)。《行銷管理概》，台北：華泰。(原書Philip Kotler, [2003]. A Framework For Marketing Management, Second Edition)
4. 李明軒、邱如美譯(1999)。《競爭優勢》，台北：天下。
5. 吳克振譯(2001)。《品牌管理》，台北：華泰。(原書Kevin Lane Keller, [1998]. Strategic Brand Management, First Ed)
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7. 顧萱萱、郭建志合譯(2003)。「消費者行為」，台北：學富文化事業公司。

(二)碩博士論文

1. 何明珊(2004)。《行動加值服務市場區隔與使用意願之研究》，國立成功大學電信管理研究所碩士論文。
2. 李麗雲(2003)。《行動電話加值服務經營模式之研究》，國立交通大學經營管理研究所碩士論文。
3. 李驥( 2001)。《行動通訊加值服務業者進軍大陸市場策略分析-以訊通國際YesMobile 發展策略為例》，元智大學資訊傳播學系碩士論文。
4. 沈永軒(2002)。《台灣行動電話市場區隔與定位分析―以行動加值服務市場為例》，國立台灣大學國際企業學研究所碩士論文。
5. 林怡安(2004)。《運用線性結構模式探討化妝水購買涉入、品牌權益、知覺風險、顧客忠誠度與消費者生活型態關係之研究》，國立東華大學企業管理研究所碩士論文。
6. 林淑真(2001) 。《生活型態與購買涉入對品牌權益的影響研究----以電子字典為例》，國立政治大學廣告研究所碩士論文，台北市。
7. 林曉盈( 2005)。《行動加值服務使用者之消費價值、使用動機及使用行為初探》，國立中正大學電訊傳播研究所碩士論文。
8. 邱彩鳯( 2004)。《關係品質、滿意度與忠誠度關係之研究-以嘉義市證券商為例》，南華大學管理科學研究所碩士論文。
9. 金明吉( 2002)。《來源國效應、品牌形象認知對產品品質認知影響--以資訊科技產品為例》，輔仁大學管理學研究所碩士論文。
10. 施錦雯(2003)。《消費者使用行動加值服務的影響因素之研究－以中部大學生為例》，私立大葉大學資訊管理研究所碩士論文。
11. 莊景弼（2000）。《我國網路銀行關係品質模式之研究》，私立大葉大學資訊管理研究所碩士論文。
12. 許惠貞(2003)。《以生活型態變數探討手機用戶之行動加值服務需求研究》，國立台灣科技大學企業管理系碩士論文。
13. 陳康莊( 2003)。《關係品質與忠誠度關係之研究—以中華電信公司ADSL顧客為例》，國立交通大學經營管理研究所碩士論文。
14. 游雅雰( 2005)。《消費者對於享樂性及實用性屬性廣告訴求相關性之研究－以數位相機為例》，國立台灣科技大學企業管理系碩士論文。
15. 廖淑英(2006)。《台灣3G行動加值服務發展之研究--日韓發展之啟示》，國立政治大學商學院經營管理碩士學程企管組商學碩士論文。
16. 簡任群( 2004)。《從服務品質、關係品質與關係價值探討顧客忠誠度－以行動電信業之消費者為例》，真理大學管理科學研究所碩士論文

(三)研討會及期刊
1. 日本「電信業者協會」（Telecommunications Carriers Association, TCA）的統計資料
2. 史倩玲，「快速成長的3G手機市場」，拓墣產業研究所，2005年1月。
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8. 張聰傑，「3G重新擦亮光環」，先探周刊，2005年8月 5日。
9. 莊順斌，「2006年全球行動用戶數將有26億，新興市場後起直追」資策會MIC FIND研究員，2006年5月25日
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12. 陳怡伶，「英德兩國3G使用比例雖低 但行動加值服務熱絡」，資策會電子商務研究所，2006年2月16日。
13. 陳冠伶，「3G 爆發性成長的 2006年」，拓墣產業研究所，2005年10月27日。
14. 資策會ACI-FIND調查，「行動網路服務」，2005年11月
15. 資策會創新應用服務研究所計畫報告(2005)
16. 電信自由化政策白皮書(2002年)
17. 羅筱秋，「2006年底前全球行動用戶將達到25億、2010年底前達將到35億用戶」，2006年2月13日

(四)網站
1. 交通部電信總局，http://www.dgt.gov.tw/。
2. 中華電信 http://www.emome.net/cgi-bin/MASP/jsp/emomeWeb/index.jsp
3. 台灣大哥大 http://www.tcc.net.tw/main/
4. 亞太行動寬頻 http://www.apbw.com/
5. 和信電訊 http://www.kgt.com.tw/
6. 泛亞電信 http://www.tat.com.tw/index.htm
7. 東信電訊 http://www.mobitai.com.tw/mobitai/index.jsp
8. 遠傳電信 http://corporate.fetnet.net/
9. 拓樸產業研究所，http://www.topology.com.tw/。
10. 資策會資訊市場情報中心，http://mic.iii.org.tw/。
11. 資策會網際網路資訊情報中心，http://www.find.org.tw/。

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