在科技進步的數位時代，企業擺脫過去的「零和競爭模式」，採用「合作性競爭」的策略模式來提昇自己的競爭力。異業結盟科技商品的創新組合對單一品牌商品的通路產生競爭環境之變化，異業結盟科技商品成為消費者最夯的討論風潮。過去的研究很少以異業結盟科技商品對消費者的接受態度與使用意圖來進行探討，本研究針對廣大消費者群眾為研究母體範圍，並以便利商店的異業結盟科技商品之「icashwave卡」為研究的商品實例，從科技接受模式(TAM)的分析觀點，將焦點放在探討消費者對於異業結盟科技商品之接受態度與使用意圖的影響程度，及探討結盟公司的形象一致性、產品創新性、品牌忠誠度對於異業結盟科技商品之消費者接受態度與使用意圖的影響程度。
本研究共發出320份的問卷，實際收回261份，回收率達到0.82%，在研究方法上，主要透過因素分析、迴歸分析與結構方程式針對本研究假設加以驗證。
根據實證結果顯示：首先，消費者對異業結盟科技商品的有用性認知與易用性認知對於異業結盟商品接受態度都產生正向顯著的影響。其次，消費者對結盟公司的形象一致性、商品創新性對於異業結盟商品接受態度都產生正向顯著的影響，消費者對結盟公司的品牌忠誠度對於異業結盟商品接受態度產生正向不顯著影響。再者，消費者對異業結盟商品接受態度對於異業結盟商品使用意圖也是產生正向顯著影響。最後，企業行銷活動對消費者對於異業結盟商品接受態度與使用意圖都有產生正向干擾效果。由以上分析可得知本研究假設除品牌忠誠度外皆獲得實證結果支持，將對此後相關方面的研究帶來助益效果。

In the digital world, enterprises promote their competitiveness by transforming themselves from Zero-sum competitive strategies into Cooperative competitive strategies. Technological product alliance between two different industries has influenced the channel of the single-brand merchandise, and technological product alliance between two different industries has gradually become the trend among customers. The previous researches rarely discussed technological product alliance between two different industries towards customer’s acceptable attitude and using intention. Therefore, this study investigates numbers of customers as the sampling-based objects, and adopts「icashwave card」of the convenient stores as the merchandise case. From TAM perspectives, the focus is on how much it affects customer’s acceptable attitude and using intention towards technological product alliance between two different industries, and the level it affects the allied firm’s consistent image, product innovation, and brand loyalty towards customer’s acceptable attitude and using intention of technological product alliance between two different industries.
This study sent out 320 questionnaires, and obtained 261 valid questionnaires (0.82 % retrieving rate). Moreover, methods of factor analysis, regression analysis, and linear structural relation (LISREL) are conducted to verify the hypotheses of this study.
Based on the empirical evidence, it shows that first, customer’s perceived usefulness and perceived ease of use towards technological product alliance between two different industries have positive, significant influences on customer’s acceptable attitude towards technological product alliance between two different industries; second, customers towards allied company’s consistent image, and merchandise innovation have positive, significant influences on customer’s acceptable attitude towards technological product alliance between two different industries. However, customer’s brand loyalty towards allied company has positive, non-significant influences on customer’s acceptable attitude towards technological product alliance between two different industries. Moreover, customer’s acceptable attitude towards technological product alliance between two different industries has positive, significant influences on customer’s using intention towards technological product alliance between two different industries. Finally, marketing campaigns have positive, moderating effects on customers, and customer’s acceptable attitude and using intention towards technological product alliance between two different industries. As mentioned above, the hypotheses are supported by the empirical evidences except brand loyalty. It is expected that the result of the research can have positive contributions to the related research in the future.

壹、中文部份
1.John Mariotti 著，陳佩秀 譯 (2001)，MBA 自修手冊2 品牌，遠流出版事業股份有限公司，台北市。
2.Knapp, E. (2001)，品牌思維(袁世珮譯)，台北：格羅．希爾國際股份有限公司，(原文於2000 年出版)。
3.William D. Perreault & E. Jerome McCarthy 著，余佩珊 譯 (1999)，行銷學，滄海書局，台中市。
4.大前研一，(1989)，「回歸策略本質：創造顧客價值」，世界經理文摘，第31期，pp.6-26
5.大前研一 ，(1989)，策略家的智慧，台北：長河出版社
6.王健全，(1992，5月)，「產業特性對研發策略聯盟之影響」，台灣經濟研究月刊，第15 卷第5 期。
7.方世榮譯，Philip Kotler 著，(1998)，Marketing Management：analysis , planning , implementation , and control，9th ed. 台北：東華書局。
8.方靜月(2003)，銀行業市場導向、環境干擾、銀行創新與經營績效關係之研究，國立台北大學企業管理研究所，未出版之博士論文。
9.司徒達賢，(1982)，「國內現行策略聯盟的模式」，經濟部中小企業處編印，中小企業策略聯盟彙編
10.司徒達賢，(1996)，策略管理，台北：遠流出版社。
11.江武崇(2000)，資訊系統創新的擴散與競爭優勢關聯性之研究，雲林科技大學資訊管理研究所，碩士論文
12.呂鴻德，(1996)，企業策略聯盟-提升競爭力的經營利器，工具書列系，商周文化。
13.何明修，(1994)，旅行業品牌形象建立策略之研究，私立中國文化大學觀光事業研究所未出版之碩士論文。
14.何文斌(2001)，國小行政人員網路素養對行政網路資訊系統接受度之研究~以台南市為例，台南師範學院國民教育研究所，碩士論文
15.吳青松，(1990)，「國際策略聯盟與經營績效評估：美國電腦製造業實例」，產業科技研究發展管理研討會，中國生產力中心，台北。
16.吳青松，(1991)，「本國產業策略聯盟與績效評估」，產業科技研究發展管理研討會，中國生產力中心，台北。
17.吳青松，(1992，5月)，「產業策略聯盟之國際發展型態與趨勢」，台灣經濟研究月刊，第15 卷第5 期，pp.23-27。
18.吳青松，(1993)，「研發策略聯盟與產業發展之探討」，產業科技研究發展管理研討會。
19.吳青松，(1996，11月)，「策略聯盟之國際發展趨勢」，經濟情勢暨評論，第二卷第三期。
20.吳肇銘(1998)，影響網站使用者態度與購物意願之因素探討─以書籍網站為例，國立中央大學資訊管理研究，博士論文。
21.吳明隆，(2005)，「SPSS統計應用學習實務」，第二版，台北：知城數位科技
22.吳萬益，(2005)，「企業研究方法」，第二版，台北市：華泰書局。
23.吳萬益，(2008)，「企業研究方法」，第三版，台北市：華泰書局。
24.李叔真(1991)，「異業種合作策略類型之研究」，國立政治大學企業管理研究所碩士論文。
25.李珮琳(2000，7月)，品牌態度與品牌忠誠類型之關連性，台灣大學心理研究所碩士論文，p.41。
26.李尚諭(2004)，以合作賽局擬定國際快遞最適費率定價與零售通路結盟策略，淡江大學交通管理系運輸科學碩士論文。
27.周素華, (1993) 電子通訊科技使用行為之研究,國立交通大學土木工程研究所，碩士論文。
28.周文賢，(1999)，「行銷管理-市場分析與策略規劃」，智勝出版社。
29.林建煌，(2000)，「行銷管理」，智勝出版社。
30.林坤源，(2002)，促銷策略對消費者行為影響之研究－以加油站為例，國立高雄第一科技大學行銷與流通管理研究所未出版論文。
31.胡夢蕾，(2000)，餐飲行銷實務，揚智文化事業股份有限公司，台北。
32.徐心怡，(1999)，消費者促銷知覺價值與促銷偏好程度之研究－產品類別干擾效果之探討，元智大學管理研究所未出版論文。
33.張洪瑞(2000):《企業採用創新技術之關鍵評估因素研究－以WAP應用為例》。國立政治大學企業管理研究所碩士論文。
34.袁建中、陳義揚(1993)，產業策略聯盟模式探討與個案實證研究，行政院國家科學委員會專題研究計畫
35.浦中敏、黃意雯(2007)，整合行銷與壽險業務員的發展之研究，中華民國人壽保險管理學會，第20期。
36.陸冠瑋，2000，美國上市公司策略聯盟宣告對產業競爭者影響之研究，私立元智大學管理研究所未出版碩士論文。
37.黃志文(1995)，「行銷管理」，華泰書局。
38.黃崇哲(2000)。〈電子商務對臺灣廠商策略聯盟關係之影響及展望〉，《亞太經濟合作評論》
39.黃芳銘（2002），結構方程模式－理論與應用。台北：五南出版社
40.黃瓊瑤 (2009) ，網路銀行轉換態度與轉換行為之研究 ─以「理性行為理論」觀點為基礎，國立成功大學管理學院高階管理碩士專班，碩士論文。
41.陳焜元（1995），行政管理資訊系統使用者參與效果之研究─技術接受性模式檢證，國立政治大學公共行政研究所，碩士論文
42.陳秉宏，(1997)，「國內電腦廠商運用策略聯盟提升其產品形象之研究」，第二屆中小企業研究碩博士論文獎論文輯錄，pp.157-168。
43.陳順宇(2004)，第四版，多變量分析，華泰書局，台北，陳順宇發行。
44.郭振鶴，(1989)，品牌延伸性策略行銷管理之實證分析，私立淡江大學科學管理研究所未出版之碩士論文。
45.葉日武譯 (2001)，消費者行為：建立行銷策略，台北：前程。譯自D.I. Hawkins, R. J. Best, and K. A. Coney。
46.楊雯芩(2000)，國內行銷策略聯盟模式之探討，國立東華大學企業管理學系碩士班，碩士論文
47.劉美琪，(1995)，「促銷管理理論與實務」，正中出版社。
48.榮泰生，（2001），「企業研究方法」，五南書局。
49.鄭佩芬，（2000），人際關係與溝通技巧，台北：揚智。
50.龍瑛(2007)，博物館創新經營研究－以故宮與Alessi異業結盟為例，國立台灣師範大學教育學系在職進修碩士班，碩士論文
51.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》。國立台灣大學，心理研究所，碩士論文。
52.蘇婉容(2004)，市場行銷活動最佳規劃在金控服務業上的應用-以信用卡為例，元智大學資訊管理研究所，碩士論文
53.盧靜琦(2004)，創新擴散效應之研究－消費者採用程序觀點，私立大葉大學事業經營研究所，碩士論文

貳、英文部分
1.Aaker, D. A.(1973), “Toward A Normative Model of Promotional Decision Making,” Management Science , Vol.19, No.6, pp.593-603.
2.Aaker, D. A. (1991)，Managing brand equity. New York : The Free Press.
3.Aaker, D. A. (1995)，Building strong brand. New York : The Free Press
4.Aaker, D.A. (1996)，“Measuring Brand Equity across Products and Markets,” California Management Review 38, no.3: pp.102-120.
5.Aaker, J. L., P. Williams, (1998), December, “ Empathy Versus Pride: The Influence of Emotional Appeals Across Cultures “, Journal of Consumer Research, Vol.25, pp.241-261.
6.Adams, D. A., Nelson, R. R. and Todd, P. (1992), “Perceived Usefulness, Ease of Use, and Usage of Information” MIS Quarterly ,16(2), pp.227-248
7.Afuah, A. (1998), Innovation Management: Strategies, Implementation, and Profits, Oxford University Press, New York, NY
8.Agrwal R. and Prasad J. (1999), “Are Individual Differences Germane to the Acceptance of New Information Technologies?” Decision Sciences , 30(2):pp.361-391.
9.Agarwal R., and Karahanna E. (2000), “Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage”, MIS Quarterly 24 (4) :pp.665-694
10.Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. NJ: Prentice-Hall., Englewood Cliffs,
11.Ajzen, I (1989). Attitude structure and Behavior, In A. Pratkanis, S. Breckler, and A Greenwaald (eds.), Attitude structure and function. Hillsdale, N.J.: Erlbaum and Associates, pp.241─269.
12.Alder, Lee,(1996)，“Symbiotic Marketing”, Harvard Business Review , 44（November-December）,pp. 59-71
13.Ameican Marketing Association (美國行銷協會)，1960
14.Anand, V., C. C. Manz, and W. H. Glick, (1998), “An Organizational Memory Approach to Information Management,” Academy of Management Review, 4(23):pp.796–809.
15.Anderson, J. C., & Gerbing, D. W. (1988), “Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,” Psychological Bulletin, Vol.103, pp.411-423.
16.Andrews, C. and T. A. Shimp (1990), “Effect of Involvement, Argument Strength, and Source Characteristics on Central and Peripheral Processing of Advertising,” Psychology and Marketing, Vol.7 (3), pp.195-214.
17.Bagozzi, R. P. and Youjae Yi.(1998) “On the Evaluation of Structural Equation Models.” Journal of the Academy of Marketing Science 16, no.1: pp.74-94.
18.Baller, R.D., L. Anselin, S.F. Messner, G. Deane and D.F. Hawkins (2001) Structural covariates of U.S. county homicide rates: incorporating spatial effects, Criminology, 39: pp.561-590.
19.Beem, Eugene R. and H. Jay Shaffer (1981), “Triggers to Customer Action-SomeElements in a Theory of Promotional Inducement,” Marketing Science Institute,pp.81-106.
20.Bentler, P. M. and C.P. Chou. “Practical Issues in Structural Modeling.” Sociological Methods & Research 16,1987, pp.78-117.
21.Blattberg and Neslin（1990）, Sales Promotion：Concepts, Methods and Strategies, Englewood Cliffs, NJ：Prentice Hall.
22.Biel, A. (1992). How brand image drives brand equity. Journal of Advertising Research,Vol. 32, pp.6－12.
23.Boulding, (1956), “The Image,” An Arbor Mich, University of Michigan Press.
24.Campbell, L. and Diamond (1990), W. D. , “Framing and Sales Promotions: The Characteristics of a Good Deal ”, Journal of Consumer Marketing, Vol.7 (4),pp.25-31.
25.Chan, S.H., J.W. Kensinger. , A. J. Keown and, J. D. Martin,(1997)，“Do strategic alliances create value? ”, Journal of Financial Economics, 46, pp.199-221
26.Chematony De Leslie & McWilliam Gil (1989), Branding Terminology – The Real Debate, Marketing Intelligence & Planning, Vol.7, pp.29-32.
27.Copeland, M. T. (1923)，Relation of consumer’s buying habits to marketing method. Harvard Business Review, 1, pp.282-289.
28.Cote and Buckley, (1987), Estimating Trait, Method, and Error Variance: Generalizing across 70 Construct Validation Studies, Journal of Market Research, Vol. 24, pp.315-318
29.Crocker,L. and J.Algina(1986),“Introduction to Classical & Modern Test Theory”,New York:Harcourt Brace Jovanovich College Publishers.
30.Damanpour, F.(1991) “Organizational Innovation.” A Meta-Analysis of Effects of Determinants Andmoderators 34, no.3: pp.555-590.
31.Damanpour Fariborz (1996), “Bureaucracy and innovation revisited: Effects of contingency factors, industrial sectors, and innovation characteristics.” The Journal of High Technology Management Research, 7, 2, pp.149-173.
32.Das, T. K., and B.-S. Teng, 2002. Alliance Constellations: A Social Exchange Perspective, Academy of Management Review, 27(3): pp.445-456.
33.Davlin, G., & Bleackley, M.,(1988)，”Strategic Alliances-Guidelines for Success,”Long Range Planning, Vol. 21, No. 5, pp.18-23
34.Davis , F. D. ,(1989)，“Perceived Usefulness , Perceived Ease of use , and UserAcceptance of Information Technology” , MIS Quarterly , Vol.13 , pp.318-339
35.Day, G. S. (1969)，A two-dimensional concept to brand loyalty. Journal of Advertising Research, 9(3), pp.29-35.
36.DeTienne, Kristen Bell and Lisa Ann Jackson (2001), “Knowledge Management: Understanding Theory and Developing Strategy”, Indiana: Competitiveness Review, pp.1-11.
37.Ding, L., W. Velicer, and L. Harlow (1995), "Effects of Estimation Methods, Number of Indicators per Factor and Improper Solutions on Structural Equation Modeling Fit Indices," Structural Equation Modeling, 2,pp 119-143.
38.Dommermuth, W. P. (1989), “ Promotion : Analysis , Creativity and Strategy”, 2nd edition. Boston , Mass. PWS-Kent Publishing Company.
39.Dunphy, S. & Herbig P. A.(1995). Acceptance of Innovations: The customer isthe key. The Journal of High Technology Management Research, 6 (2), pp.192-209.
40.Engel, W. and Kinnear.(1987), “ Promotional Strategy”,6 edition., Homewood, IL:Irwin.
41.Farquhar Peter H. (1990), Managing Brand Equity, Journal of Advertising Research, Vol. 30, pp.7-12.
42.Fishbein, Martin and Isek Ajzen (1975), Belief, Attitude, Intention and Behavior : An introduction to Theory and Research Reading , MA:Addison-Wesley Publishing Company Inc.
43.Flanagin, A. J.,(2000) ”Social pressures on organizational website adoption”, Human Communication Research, 26(4), pp.618-646.
44.Ghertman, M. & J. Obadia (1992), "Balance of Complementary Assets and Stability Conditions of a Dynamic Transaction Cost Theory of Alliances: The Case of US Biotechnology", Working Paper, Chamber de Commerce et D'industrie de Paris.
45.Gordon Lowry,2002,“Modeling user acceptance of building management systems”, Automation in Construction, 11, pp.695-705.
46.Graeff (1996). Using promotional messages to manage the effects of brand and self- image on brand evaluations. Journal of Consumer Marketing, Vol. 13, No. 3, pp.4-18.
47.Guiltinan, Joseph P. (1999) , Launch Strategy, Launch Tactics and Demand Out comes, Journal of Product Innovation Management, Vol. 16:pp.509-529.
48.Hagedoom, John (1993),” Understanding the rationale of strategic technology partnering: Interorganizational modes of cooperation and sectoral differences,” Strategic Management Journal, Vol.14,pp.371-386
49.Hair, J.F., Anderson R.E., Tatham R.L., and Black, W.C.(1995), Multivariate Data Analysis, 4th ed., New Jersey:Prenticee Hall.
50.Hayduk (1987). L.A. structural equation modeling with LISREL:Essential and advances. Baltimore, MD: The John Hopkins University Press.
51.Jacoby, J., & Olson, J. C. (1970)，An attitude model of brand loyalty: conceptual underpinnings and instrumentation research. In J. Jacoby and R. W. Chestnut, Eds.,1978. Brand loyalty: Measurement and management, New York: John , pp. 1-32.
52.Jacoby, J., & Chestnut, R. W. (1978)，Brand loyalty: Measurement and management.New York: John Wiley & Sons.
53.James, B. G., (1985)，“Alliance: The New Strategic Focus,” Long Range Planning,Vol. 18, No. 3, pp.76-81
54.Jain, S. C. (1993), Marketing Planning & Strategic, South-Western, 4th Edition, South-Western Publishing Co.
55.Kalb, C. C. (1988)，“ Joint Marketing or Co-Marketing : Co-operations or Competition” , Medical Marketing & Media , Nov. pp. 112-119
56.Karen, D. L., S. Conger, 1996, “Evaluating Ethical Decision Making and Computer Use,” Communications of the ACM, 39(7) pp.74-83
57.Keller, Kevin Lane (1993). Conceptualizing, measuring and managing customer-basedbrand equity. Journal of Marketing, Vol. 57, pp.1－22.
58.Killing. J. P.,(1988)，“Understanding Alliance: The Pole of Task and Organizational Complexity in Contactor, F. J. and P. Lorange(ed.),” Cooperative Strategies in International Business, Lexington Books, pp.55-67
59.Kotler, Philip（1991）, “ Marketing Management ： Analysis, Planning, Implementation, and Control”, 7th Edtion , New Jersey, Prentice -Hall, Inc
60.Kolter , P.and Armstrong, G.(1996),〝principle of marketing,〞7th ed.,Englewood Cliff, NJ, Prentice Hall.
61.Kotler, P. (1999), Marketing Management Millennium edition , New Jersey : Prentice Hall International Inc., pp.428-451.
62.Larry Roellig (2001), Designing global brands: critical lessons, Design Management Journal, Fall, pp. 40-45.
63.Lazer, W.(1963). life style concepts and marketing in stephen grey-serm. Toward Scientific Marketing, pp.140-151.
64.Lewis, J. D. ,(1990, Sep/Oct)，“ Using Alliances to Build Market Power “ , Planning Review, pp. 4-8
65.Lorange, P., Ross, J., & Bronn, P. S. (1992). Building successful strategic alliances. Long Range Planning, 25(6), pp.10-17.
66.Mariion,F. M. (1987), “A Delphi Analysis of a Definition of Sales Promotion”, Dectoral Dissertation , Memphis State University.
67.Magrath, A.(1991)，“ Collaborative Marketing Comes of Age-Again” , Sales & Marketing Management , Sep. pp. 61-64
68.Morris M.G. and A. Dillon, (1997) “How User Perceptions Influence Software Use”, IEEE Software ,144:pp.58-65
69.Neil H. Borden (1964, June). “The Concept of the Marketing Mix,” Journal of Advertising Research, pp.2-7.
70.Nord , W. R. and P. Peter ,（1980）, “A Behavior Modification Perspective on Marketing ”, Journal of Marketing , Vol.44 , pp.36-47.
71.Nunnally, J.C. (1978). Psychometric Theory, New York: McGraw Hill. 63. Parise, S., & J.C. Henderson (2001)
72.Onkvisit, S. and Shaw, J. (1987), “Self-Concept and Image Congruence: Some Research and Managerial Implications”, Journal of Consumer Marketing, Vol.4 , pp.13-24.
73.Peter F. Drucker , (1973)，“ Management：Tasks, Responsibilities , Practices “ , New York：Harper & Row , pp. 64-65
74.Prentice-Hall, Englewood Cliffs. Fishbein, M., & Ajzen, I. (1975)，Belief, attitude, intention and behavior: introduction to theory and research. In J. Jacoby and R. W. Chestnut, Eds., 1978. Brand loyalty: Measurement and management, pp. 105-115. New York: John Wiley & Sons.
75.Prentice, R. M.,(1975), “The FCB Approach to Advertise/Promotion Spending ”,in The Relationship Between Advertising and Promotion in Brand Strategy, R.A strang , ed., Cambridge, MA: Marketing Science Institute,pp.75-90.
76.Porter, M. E. (1985)，Competitive advantage. New York: The Free Press Publishing.
77.Porter, M. E., & Fuller, R., Coalitions and Global Strategy, In Porter, M (eds.),(1986)，Competition in Global Industries, Boston: Harvard Business Press, pp.315-343
78.Paley, Norton (1989), “The Manager’s Guide to Competitive Marketing Strategies”, American Management Association.
79.Peter ,Drucker (1985),”Innovation and Entrepreneurship” ,The Entrepreneurial Economy.
80.Philip Kotler. (2003)，"Marketing Management, 11th edition", in Winning markets through market-oriented strategic planning, pp.107-108.
81.Robert L. Underwood, Noreen M. Klein & Raymond R. Burke (2001), Packaging communication: attentional effects of product imagery, the journal of product and brand management, Vol. 10, pp.403-422.
82.Rogers, E. M.(1995)，Diffusion of innovations.4nd ed. New York:Free Press.
83.Rongcai, Y. and W. G. Duane.(2000). Benzyladenine as a chemical thinner for ‘Mclntosh’apple. II. Effects of benzyladenine, bourse shoot tip removal, and leaf number on fruit retention. J. Amer. Soc. Hort. Sci. p.125
84.Schultz, D. E. and Robinson, W.A.,(1993), “Sales Promotion Management”, Chicago, IL:Crain Book.
85.Schumpeter,(1934), “The theory of economic development” , Boston,MA:Harvard.
86.Shimp, T. A.(1993), “ Promotion Management and Marketing Communications”, Chicago, IL: Dryden Press.
87.Shimp, T. A. (1997), “ Advertising, Promotion, and Supplemental AspectsIntegrated Marketing Communications”, 4th Edition. Harcourt Brace Chicago,Dryden Press.
88.Sirgy, M. J. (1982a), “Self-Concept in Consumer Behavior: A Critical Review”, Journal of Consumer Research, Vol.9(December), pp.287-300.
89.Sirgy, M. J. (1982b), “Self-Image/Product-Image Congruity and Advertising Strategy”, Developments in Marketing Science, Vol.5, pp.129-133.
90.Straton, R. A. (1982). Organizational characteristics of consortia in intensive technology industries. Unpublished doctoral dissertation, University of California, California.
91.Theodore Levitt ,(1960)，“ Marketing Myopia “ , Harvard Business Review ,July- August , pp. 45-56
92.Thong, J.Y.L.,(1999)“An Integrated Model of Information Systems Adoption in Small Business,”, Journal of Management Information Systems, Vol. 15,No. 4,pp. 187-214.
93.Vandenbosch, Betty & Chris Higgins (1995), Executive Support Systems and Executive Preference: “A Comparison of Information Channel Selection Theories”, Information Systems J., Vol.5, pp.105-118.
94.Varadarajan, P. R. (1986)，“ Symbiotic Marketing Revisited” , Journal of Marketing , Jan, pp. 7-17
95.Van Slkye, C., Hao, L., & Day, J. (2002). The Impact of perceived innovation characteristics on intention to use groupware. Information Resource Management Journal, 15 (1), pp.5-12.
96.Warren, (1992), American Law Institute, Federal Income Tax Project, Reporter’s Study Draft, “Integration of The Individual and Corporate Income Taxes.”
97.Webster, F. E.(1965)，“The “Deal-Prone” Consumer,” Journal of Marketing Research, Vol.2, pp.186-189.
98.William E .Bell.(1963). " Consumer Innovators : A Unique Market for New-ness ", in Proceedings of the winter Conference of the American Marketing Association, Chicago, pp.85–95.
99.Williamson, O.E., (1975)，Markets and Hierarchies: Analysis and Antitrust Implications, New York: Free Press.
100.Woodside, Arch G., Lisa L. Frey, and Robert Timothy Daly. (December 1989) “Ling Service Quality, Customer Satisfaction and Behavioral Intentions.” Journal of Health Care Marketing 9, no.4: pp.5-17.
101.Yoshino, M. and Rangan R.,(1995)，“Strategic Alliances: An entrepreneurial approach to globalization”, Harvard Business School Press

參、網路部分
1.維基百科-自由的百科全書：http://zh.wikipedia.org/wiki/Wiki
2.台灣大哥大官方網站：http://www.taiwanmobile.com
3.7-ELEVEN 「i-CASH」網頁：http://www.7-11.com.tw/product/icash/about.asp
4.中國信託商業銀行：https://www.chinatrust.com.tw
5.台北捷運官方網站：http://www.trtc.com.tw/c/
6.高雄捷運官方網站：http://www.krtco.com.tw/
7.聯合理財網：http://money.udn.com
8.中華電信公司研究所：http://www.chttl.com.tw/
9.中華民國自創品牌協會(2006)，http://www.bipa.org.tw。
10.美國廣告代理商協會 http://www.aaaa.org/eweb/startpage.aspx