隱形眼鏡因受醫療法規之規範，產品製造牽涉之範圍亦廣，造成產業進入門檻高，遂成為一被國際品牌寡佔之特殊產業。近年來，隨著隱形眼鏡產品的普及及國際品牌大廠的大力行銷，拋棄式隱形眼鏡產品已成為市場主流，並且是許多人日常生活的必需品。
由於台灣近視人口眾多，且衛生署於2003年開放日拋式產品之廣告限制，致使各國際品牌廠商全力投入廣告行銷，不僅希望藉此擴大台灣市場，亦希望贏得台灣市場的市佔率。有別於上述進口品牌透過媒體廣告，大力推展品牌知名度之行銷策略，國內第一大製造商精華光學，以自有品牌Ticon®(帝康)，憑藉著優良的產品品質，低廉的價格及貼近市場的銷售服務，採取穩紮穩打的方式，抓住台灣市場零售導向的通路力量，與各眼鏡通路商建立彼此互利的伙伴關係，在不借助媒體廣告的力量下，逐步滲透市場，亦在國際品牌環伺下，在台灣隱形眼鏡市場佔有一席之地。
本研究以問卷調查的實證研究方式，輔以專家訪談之質化資料，探討台灣拋棄式隱形眼鏡品牌如何建立忠誠度。研究結果發現：購買動機與教育程度有顯著相關，品牌投入與知覺風險有顯著負相關、品牌投入與顧客滿意度有顯著正相關、知覺風險之功能風險與顧客滿意度及品牌忠誠度有顯著負相關、顧客滿意度與品牌忠誠度有顯著正相關、人口統計變數則僅有少部分與各構面有顯著相關。

For contact lens, a medical device, there are regulations of different areas should be complied with. The manufacturing of contact lens concerns with wild ranges of fields and the entry barrier is high. These lead it become an oligopoly market and is dominated by four major brands of Johnson & Johnson, CIBA Vision, Cooper Vision and Bausch & Lomb. In recent years, with the promotion of the above mentioned brands as well as contact lenses get popular, the disposable contact lens has become the master stream of the market and one of daily necessities of common people.
Since there are many people with myopia in Taiwan and also Ministry of Health release the limitation of advertisement of daily disposable contact lens from 2003, those brand companies concentrate on the advertising to extend the Taiwan market and obtain bigger market share. Not like those brand companies use the media strategies to great extend the brand awareness in Taiwan market, St. Shine Optical, the biggest contact lens manufacturer in Taiwan with its own brand “Ticon”, enters the market step by step and holds it’s space in the Taiwan market under those brand companies depending on excellent quality, lower price, service pressing close to the market and establishing the mutual beneficial partnership with optical channels, but without media.
Through the method of questionnaire survey and in-depth interview of professional, this study tries to treats how to establish the brand loyalty of Taiwan brand disposable contact lens. The conclusion showed that：
1.Educational level has significant influence on purchase motive.
2.Brand input has significant influence on customer satisfaction but negative influence on perceived risk.
3.Brand loyalty has significant influence on customer satisfaction.
4.Functioned risk of perceived risk has negative influence on brand loyalty and customer satisfaction.
5.Population statistic variables only have little influence with other aspects.

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