隨著智慧型手機以及行動上網的普及，行動行銷已變成業界關注的議題。根據專門分析應用程式生態的公司Distimo於2011年底發布的報告指出，91%的品牌至少在一個平台應用商店中發布了自己的apps。並且越來越多的品牌開始同時推出iOS和安卓平台apps，增強品牌在智慧手機上的曝光度和接觸消費者的機會。本研究整合科技接受模式以及顧客科技接受模式，除了將科技接受模式之顧客使用該科技之認知前因當作知覺價值的預測前因外，也將情感因子放入本研究架構，欲探討持續使用該品牌apps的使用者是否會因為該品牌提供的apps符合其認知面之功能性需求以及情感面之享樂性需求，因而提升使用者之知覺價值，進而對該品牌產生偏好。本研究針對兩款品牌路跑apps為例子，分別為運動品牌Nike所開發的Nike+以及台哥大所開發的mySports，兩者之延伸商品皆為路跑apps，因此本研究欲探討品牌概念一致性是否在知覺價值以及品牌偏好間是否扮演干擾的角色。品牌概念一致性設計兩份問卷發放給曾經使用過該兩款路跑apps的使用者。
本研究共發放617份，扣除無效問卷後，回收有效問卷545份，問卷有效率為88%。利用驗證性因素分析以及階層迴歸進行分析，研究發現如下：ㄧ、認知因素以及情感因素對知覺價值有顯著且正向之影響。二、知覺價值對品牌偏好亦有顯著且正向的影響。三、品牌偏好一致性在知覺價值以及品牌偏好間扮演干擾的角色。四、知覺價值在知覺有用性以及愉悅與品牌偏好間扮演完全中介的角色。

Along with technical development and the popularity of smart phones, mobile marketing has become the important issues which the brand concern. Many brand owners expect that launched their own branded apps can convey more information and services for users, and bring extra revenue into their business. Consumer Acceptance of Technology (CAT) integrates affect factors (pleasure and dominant) into a technology acceptance model (TAM) to understand consumer acceptance of apps. Technology Acceptance Model (TAM) explains the accept degree while people using a new technology. In this study, there are four main factors to explain the perceived value of using branded apps. The four factors are perceived usefulness, perceived ease of use, pleasure and dominant. Discussing relationships between perceived value and brand preference and explore how brand concept consistency moderate the relationship between perceived value and brand preference. A total of 617 questionnaires issued, 545 valid questionnaires were collected and analyzed, effective retrieved rate of 88%. Statistical methods are including the CFA, descriptive unvaried analysis and regression analysis that analyzing the moderator effect and mediator effect. The conclusions are as follows:
1. Perceived usefulness, perceived ease of use, pleasure and dominant have positive relationship on perceived value.
2. Perceived value has a positive relationship on brand preference.
3. Perceived value played a full mediator role among perceived value, pleasure and brand preference.
4. Brand concept consistency moderate the relationship between perceived value and brand preference.

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