在這個交通運輸與科技整合的時代下，各個交通產業相繼推出專屬品牌APP，且提供之服務內容不盡相同 ; 本研究主要探討台灣高鐵APP使用者使用後之使用目的，進而影響顧客關係品質與忠誠度，再根據分析之結果進行分析與討論，並提出未來研究之建議及實務建議。
台灣高鐵於2017推出經營品牌APP，內容結合基本車次查詢、車次查詢、購票優惠、會員專區、車站資訊以及旅遊景點推薦、旅遊規劃、轉乘、行事曆、無障礙預約、線上購物等功能，且自品牌APP上線以來，累計下載量已超過110萬次，因此，本研究從旅客實際體驗其內容，研究範圍以搭乘台灣高鐵之一般旅客為研究對象，採取網路平台發放問卷，研究於2022年2月至3月份，透過網路及社群平台發放問卷，研究問項透過詢問使用APP程度及時間確認使用者有使用過此品牌APP，並採用網路問卷來蒐集資料，總回收樣本數為302份，剔除21份填寫內容不完全之無效問券，共計回收281份有效問券，研究結果除探索性使用對顧客關係品質之假設驗證不成立外，其餘關係皆成立且有正向影響，由此可見，品牌APP對於企業經營顧客關係與提高忠誠度有高度影響，對於公司經營會員或間接提高營收都有所助益。
本研究之貢獻除可提供台灣高鐵公司強化品牌APP旅遊服務，以增加競爭優勢外，並可結合高鐵購票APP，提升整體使用功能，更增加用戶黏著度，提高用戶使用時間。

SUMMARY
The now of transportation and technology integration, various industries have successively launched brand APP, and provided service for the consumers. Therefore, this study aims to explode the purpose of use of Taiwan's high-speed rail APP users after use, which in turn positively affects customer relationship and loyalty, then analyzes results of study and put forward suggestions and suggestions for future research.

This study structured questionnaires form online surveys it was based on the experience of the Taiwan High Speed Rail passengers who has used the APP. Total 302 questionnaires were distributed among the Facebook and after excluding those questionnaires responses which were missing and not correctly completed, the 281were used for final analysis. since February to March 2022.This study use methods conduct research are included reliability of analysis, confirmatory factor analysis, one-way anova analysis, and structure equation models. Through these research methods, the research results are established and have a positive impact of customer relationship except the exploratory use is not established. In conclusion, Taiwan High Speed Rail APP has high-impact on the customer relationship management and loyalty management, also helpful for operating company.

Key words: Brand app, Exploration use, Exploitation use, Customer relationship, Loyalty

INTRODUCTION
Since the Taiwan High Speed Rail APP was launched, allowing passengers to inquiry timetable, ticket purchase and station information easily, as well as it supporting trip planning, transfer service, shopping online and so on. Most of the previous studies have discussed Passenger satisfaction and social responsibility of Taiwan High Speed Rail. However, the link use APP positively affects and customer relationship and loyalty is less common.

This study intends to explore the impact of travelers' attitudes of using Taiwan High Speed Rail APP on Loyalty. To provide Taiwan High Speed Rail Corp to improve APP function about travel services to increase its competitive advantage, but also can increase passengers’ stickiness.

MATERIALS AND METHODS
This study aims to explode the purpose of use of Taiwan's high-speed rail APP users after use, which in turn positively affects customer relationship and loyalty, then questionnaires form online surveys it was based on the experience of the Taiwan High Speed Rail passengers who has used the APP. Total 302 questionnaires were distributed among the Facebook and after excluding those questionnaires responses which were missing and not correctly completed, the 281were used for final analysis. since February to March 2022. Finally, analyzes results of study and put forward suggestions and suggestions for future research.

RESULTS AND DISCUSSION
The research results are established and have a positive impact of customer relationship except the exploratory use is not established. In conclusion, Taiwan High Speed Rail APP has high-impact on the customer relationship management and loyalty management, also helpful for operating company.

CONCLUSION
1.The technological attributes of the positively affecting the use in Taiwan High Speed Rail APP.
2.The usability of Taiwan High Speed Rail APP has a positive impact on the quality of customer relations.
3.The exploratory use of Taiwan High Speed Rail APP was not positively correlated with the quality of customer relationships.
4.The improvement of customer relationship quality can positively affect the loyalty of Taiwan High Speed Rail APP.

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三、網路資料：
台灣高鐵(2021)，企業網站。2021年10月20日取自：https://www.thsrc.com.tw