近年台灣電信市場歷經業者整併、5G 服務持續擴張，以及資費與核心服務趨同，業者經營重點逐漸由新用戶擴張轉向既有顧客留存與關係經營，本研究以台灣電信行動通信用戶為研究對象，探討精準行銷、品牌偏好與產品忠誠度之關係，並進一步檢驗品牌偏好在精準行銷與產品忠誠度之間的中介作用。研究以線上問卷蒐集資料，共取得 393 份有效樣本；資料分析採描述性統計、單因子變異數分析、Pearson 積差相關、線性迴歸，以及 Hayes PROCESS Model 4；研究結果顯示，受試者對三項研究變項均呈中度以上的正向評價；使用年資是最穩定的群體差異來源，月費則主要反映於精準行銷知覺，而主要使用電信業者及個人化推薦接收頻率的區辨效果有限。精準行銷、品牌偏好與產品忠誠度兩兩之間均具有顯著正相關；精準行銷可顯著正向預測品牌偏好與產品忠誠度，品牌偏好亦可顯著正向預測產品忠誠度。中介分析顯示，精準行銷透過品牌偏好影響產品忠誠度的間接效果為 .287，Bootstrap 95% 信賴區間為 [.216, .369]，未包含 0；納入品牌偏好後，精準行銷的直接效果仍達顯著，代表品牌偏好具有顯著部分中介效果。其中，間接效果約占總效果 59.9%，且高於直接效果 .192，表示精準行銷對產品忠誠度的影響主要透過品牌偏好傳遞，但仍保留顯著的直接作用。
綜合而言，本研究結果支持精準行銷與產品忠誠度之間同時存在直接與間接作用路徑；精準行銷可透過提升資訊便利性、需求契合程度及降低搜尋成本，直接與持續使用傾向形成顯著關聯；亦可先提升品牌好感、信任、價值認知與優先選擇傾向，再間接強化產品忠誠度。本研究所設定之「精準行銷→品牌偏好→產品忠誠度」部分中介模型獲得實證支持；實務上，相較於增加推薦頻率，提升推薦準確性與需求契合程度，更能有效提升品牌偏好與產品忠誠度；依使用年資設計顧客生命週期溝通，並將品牌偏好納入精準行銷績效指標。惟本研究採橫斷面自陳問卷，結果主要反映變項間之統計關係，不宜作嚴格因果推論。

Taiwan's mobile telecommunications market has recently been reshaped by industry consolidation, continued 5G expansion, and increasingly similar pricing and core service offerings. Against this background, this study examined the relationships among precision marketing, brand preference, and product loyalty, and tested the mediating role of brand preference. Data were collected through an online survey of 393 mobile telecommunications users in Taiwan. Descriptive statistics, one-way analysis of variance, Pearson correlation, linear regression, and Hayes' PROCESS Model 4 with 5,000 bootstrap resamples were employed. The three constructs received moderately positive evaluations. Usage tenure was the most consistent source of group differences, whereas monthly fees mainly differentiated perceptions of precision marketing. Precision marketing was significantly and positively associated with both brand preference and product loyalty, and brand preference significantly predicted product loyalty. The indirect effect was .287, with a 95% bootstrap confidence interval of [.216, .369]. The direct effect remained significant at .192, indicating partial mediation. Approximately 59.9% of the total effect was transmitted through brand preference, suggesting that brand preference was the principal, but not exclusive, pathway linking precision marketing to product loyalty.

台灣數位媒體應用暨行銷協會。（2024）。2023 年台灣數位廣告市場達 610.46 億元 影音廣告持續帶動成長。網址：https://www.dma.org.tw/newsPost/2122
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