近年來全球進入科技化的時代，人工智慧、大數據、雲端、5G、物聯網等科技興起，帶動了智慧科技產品的發展，人們的生活已經無法遠離智慧科技產品。由於智慧產品普及，對於智慧產品市場要如何吸引消費者，是值得關注的領域。現今的智慧產品市場競爭相當激烈，國際上許多知名公司也已經漸漸布局自己的智慧產品商業生態系。但並非每一間科技公司皆能順利打造產品生態系，須找出影響持續購買系列產品的因素，當許多不同品牌商品推出時，相較其他不具有連結之系列產品，如何才能再次選購相同品牌之產品並讓消費者推薦他人選購，是許多科技公司所關注的。
本研究以社會網絡理論(Social Network Theory)為核心，將系列產品間透過應用程式串聯在一起，形成產品網絡。本研究透過消費者所建構之專屬產品網絡，以此網絡之密度及關係聯結程度(權重)，深入探討產品網絡對於消費者的品牌認同與後續付費意願的影響，進一步探討是否會透過消費者所感受之知覺價值中的功能性價值、情感性價值以及社會性價值影響消費者之品牌認同與付費意願。
本研究以蘋果公司(Apple Inc.)所推出之系列產品為例，以至少擁有兩項蘋果系列產品的消費者為研究對象，回收有效問卷共466份。透過SmartPLS 3軟體進行偏最小平方法(Partial Least Squares, PLS)分析。
研究結果發現，消費者個人產品網絡的密度越高、權重越高時，會正向影響功能性價值、情感性價值與社會性價值。在中介效果方面，消費者個人產品網絡的密度、權重會透過功能性價值與情感性價值影響付費意願，但不會影響品牌認同；另一方面，消費者個人產品網絡的密度、權重會透過社會性價值影響品牌認同，但不會影響付費意願。本研究提供科技公司設計及行銷人員未來在產品的設計或行銷上有所理論與實務的參考依據。

With rapid raise of artificial intelligence, big data, cloud, 5G and Internet of Things in recent years, driving the development of smart technology products. Due to the wide range of smart products, it is worth paying attention to how to attract consumers to the smart product market. Smart product market is quite competitive nowadays, as a result, many well-known international technology companies have gradually deployed their smart product business ecosystem. However, not every technology company could build a successful product ecosystem. Therefore, it is important to find out what makes the connected products more attractive to purchase.
In this study, based on the theory of social networks, we extend the theory to the concept of product networks to describe the connections between products. Researcher taking the series of products launched by Apple Inc. as an example, through the Apple product network owned by consumers, investigates whether density and average weight degree would affect consumers’ brand identification and willingness to pay, and the indirect effect of perceived value. 466 valid questionnaires were collected and analyzed the data using SmartPLS 3.
The result showed that higher density and weight of consumers product network would positively affect consumer perceived functional, emotional and social value. In terms of indirect effects, higher density and weight of consumers product network would positively affect willingness to pay through consumer perceived functional and emotional value, and would positively affect brand identification through consumer perceived social value.

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