科技日新月異帶動的是硬體與軟件的快速發展。數位裝置由過去作為主要接收訊息來源的桌上型電腦、電視，到筆記型電腦、平板電腦甚至智慧型手機的出現，從數位裝置的演化過程觀看，人們由過去單一裝置的使用習慣轉至現今的同時使用多台數位裝置。且經調查發現全球將近半數的人(48%)，台灣超過一半的人(59%)在晚間看電視的同時，也在進行其他網路活動，例如使用社群網站、收發email，或上網購物，此為所謂「多重螢幕使用（screen-stacking）」的現象－也就是同時使用多台數位裝置的多裝置使用行為。
然而，在消費者品牌認知深厚影響購買意圖的現今，本研究卻發現過往文獻多著墨在多裝置現象原因或現象事實的解釋，甚至於行銷上的研究也僅以分析多裝置行為為主，而未考量對使用多裝置行銷的品牌知覺為何。有鑑於此，本研究試圖深入探究多裝置使用特性與品牌知覺價值的關係，並透過其中消費者使用意圖的探討，了解各裝置交互使用對消費者品牌知覺的影響。
本研究樣本採用網路問卷調查方式，分別在社群網站及主流論壇做問卷發放，以整體來說，自民國105年6月7日至6月30日總計回收了209份問卷，有效問卷數為207份。本問卷使用敘述性統計、因素分析、信度與效度分析和相關分析，最後以迴歸分析進行樣本分析與假設驗證，經由研究結果發現：
(1) 一致性對消費者使用意圖存在顯著的正向影響效果，可知企業將多裝置使用行為運用在行銷策略上時，一致性的要素能有效提升消費者的使用意圖。
(2) 互補性對消費者使用意圖存在顯著的正向影響效果，證明互補性較高的產品組合會導致消費者有較愉悅的態度。
(3) 消費者使用意圖對品牌知覺價值存在顯著的正向影響效果，顯現消費者有較高的使用意圖，將能有效提升消費者的品牌知覺價值

The advancement of technology drive the rapid development of hardware and software. According to the evolution of digital devices, we can know the fact that people’s use behavior has changed from single-device usage into multi-device usage. Otherwise, the investigation found that nearly half of the world (48%), more than half of Taiwan (59%) watched TV and did other online activities at the same time. This can be explained by "screen-stacking" phenomenon－using multiple devices at the same time.
However, in view of the fact that consumer brand awareness profoundly affect the purchase intention, many scholars focus on the the explanation of multi-device use behavior, there are few studies focus on customer’s brand perceived value. Therefore, this research will focus on the relationship between the multi-device use characteristics and the customer’s brand perceived value, and also examine the mediation effect of consumer’ use intention on this relationship.
The samples are obtain from social networking site and the mainstream forum. Data has collected from June 7, 2016 to June 30, 2016. I finally received 207 valid questionnaires, and analyzed data with correlation analysis and regression analysis for examining the proposed hypothesis. The results are as following：
(1)Multi-device coherence has a positive influence on consumers' use intention.
(2)Multi-device complementary has a positive influence on consumers' use intention.
(3)Consumers' use intention has a positive influence on customer’s brand perceived value.

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