在體驗經濟逐漸蓬勃發展的時代，品牌與消費者體驗的關係已開始被重視。而本研究根據對行動商務發展的觀察，將以消費者體驗的觀點探討行動設備(mobile devices)之領域，主要的目的在於探討消費者體驗所扮演的中介角色，以了解行動設備在實用性中的易用性與知覺有用性，以及享樂性中的娛樂和美感，四者與消費者體驗以及品牌權益之關係。雖然體驗的概念在近幾年已被大幅的應用及探討，但過去的文獻中，大多著重於消費者體驗與品牌的關係，鮮少有研究探討有哪些因素會對消費者體驗產生影響，以及消費者體驗的中介效果。
本研究以262位持有行動設備的消費者作為研究對象，透過階層回歸分析，試圖了解產品的易用性、知覺有用性、美感、及娛樂對消費者體驗及品牌權益的影響，以及消費者體驗的中介效果。而本研究發現，產品的易用性、知覺有用性、美感、及娛樂對消費者體驗及品牌權益均有正向且顯著的影響；另外，本研究也發現消費者體驗會完全中介產品知覺有用性、美感、及娛樂對品牌權益之影響；而對於產品易用性的部分，消費者體驗則會部分中介易用性對品牌權益之影響。
本研究結果可幫助了解行動設備的品牌經營與一般品牌經營的差異處；也能提供未來在實務上體驗媒介設計的方向。

In the time that experience economy is gradually flourishing, the relationship between brand equity and customer experience has begun to be emphasized. The purpose of this study is to examine the mediating effect of customer experience on branding equity and the attributes of the utilitarian (ease of use and perceived usefulness) and hedonic (entertainment and aesthetics) of the mobile devices which affect customer experience. Although the concept of customer experience has been comprehensively explored and applied recently, most of them focus on the relationship between customer experience and branding, rarely do they explore what the factors affect customer experience and the mediating effect of customer experience.
In this study, we develop a survey and get 262 mobile users to answer our questionnaire. The findings of this study indicate that the ease of use, perceived usefulness, entertainment, and aesthetics of product characteristics all have positive influence on customer experience and brand equity. In addition, we also find that customer experience is full mediation on perceived usefulness, entertainment, aesthetic towards brand equity, however, the ease of use is partial mediation. The implication of this research can help us fully understand the difference between mobile branding and branding, and offer some guidelines of product designs in the future.

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