台灣行動電話市場相當獨特，行動電話佔有率成長十分迅速，這導致幾乎每位消費者都擁有一支行動電話。何種原因會導致消費者重複購買就變成非常關鍵。考慮過行動電話消費者的特性之後，本研究探討使用者介面是否對消費者滿意度有正面影響。並且探討後悔在品牌忠誠度的模型之影響。結果顯示滿意度及後悔皆對品牌忠誠度有正面影響，使用的印象也會對滿意度產生影響。然而消費者會趕到後悔，即使不瞭解其他人的使用狀況。

Chang, Yu-Chang, MBA, Tsing-Hua University, Jun 2004. Determinants of Brand Loyalty. Professor: Hsiao, Chung-Chiang.
The marketing condition in Taiwan mobile phone is very unique. The penetration rate of mobile phone has been high sine mobile phone was introduced to the market. This result in almost everyone own more than one handset. In this case, what factors would affect consumers when they make repeated purchase is quite critical. Consider the characteristics of mobile phone consumers, user interface need to be tested as a factor of satisfaction. The results show regret and satisfaction are antecedents of brand loyalty. Valence of chosen outcome is proved enhance satisfaction. However, it shows that regret may be experienced even in the absence of information on the foregone outcome
Keyword: Brand Loyalty, Satisfaction, Regret, and User Interface

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