在台灣市場中，蘋果電腦iPod的經營模式並不能像國外一般，採取iPod搭配iTunes的方式，因為iTunes在台灣現在尚未開放合法的音樂下載。可是iPod依然在台灣造成一股旋風，蘋果電腦每推出一iPod新機型，都會在MP3市場上丟下一顆震撼彈，尤其在iPod nano推出時，市場出現預購和搶購的情形，iPod儼然已經成為MP3 Player的代名詞，並增加許多原本不是蘋果電腦忠實顧客的購買者，如果美國的成功模式是因搭配iTunes音樂商店的緣故，那台灣的消費者為何會選擇購買iPod，這是本研究選取iPod作為討論對象的主因。另一個研究重點則是探討，iPod使用者對於iPod的態度是不是會影響對於蘋果電腦其他商品的態度，進而影響使用者對於蘋果電腦其他商品的購買意願。
研究結果顯示，iPod使用者對iPod的認知、認同以及所感受到的群體壓力與對iPod的態度呈現正相關；在對iPod的忠誠度部分，認知和認同也是呈現正相關。至於iPod使用者的流行創新接受度部分，研究結果顯示，iPod使用者對iPod的態度，並不會因個人流行創新接受度越高，而對iPod的態度越正面。再者，台灣消費者雖然不像美國消費者可以利用iTunes音樂商店購買音樂，因而與iPod間建立起高專屬資產，卻仍然會因為特殊的使用方式建立起專屬資產。
此外實証結果亦顯示，iPod的使用者對於蘋果電腦其他商品的正面態度會直接影響其對於蘋果電腦其他商品的購買意願，因此當iPod使用者對於非iPod之蘋果電腦的商品態度越正面，將使其提升對於蘋果電腦其他商品的購買意願。iPod使用者對於iPod的態度將正面影響對蘋果電腦其他商品的態度，但是iPod使用者對於iPod的忠誠度並不會影響其對於蘋果電腦其他商品的態度，即使用者對於iPod高忠誠度越高，並不代表將會對蘋果電腦其他商品的態度越佳。不過對於蘋果其他商品的態度將影響對於蘋果電腦其他商品的購買意願，因此可以透過iPod使用者對於iPod的態度，正面影響對於蘋果電腦其他商品的態度，進而提升購買意願。所以即使對iPod忠誠度高無法移轉到對於蘋果電腦其他商品的態度，蘋果電腦仍是可以直接透過態度與態度之間的直接關係，提升購買意願。

一、中文部分
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吳雅琪，影響網路書店消費者忠誠度形成因素之研究，國立政治大學國際貿易研究所碩士論文，民國九十一年。

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李昭男，服務品質及價格對滿意度與忠誠度之影響─以國產車原廠汽車服務廠為例，私立大葉大學事業經營研究所碩士論文，民國九十一年。

張茂嵩，契合度與產品知識對品牌策略效果之影響，國立政治大學企業管理研究所碩士論文，民國九十二年。

陳雅婷，品牌認同感與所有權效果對品牌延伸評價之影響，私立淡江大學管理科學學系研究所碩士論文，民國九十一年。

賴哲亨，參考群體建議類型對消費者決策的影響，國立中央大學企業管理研究所碩士論文，民國八十九年。

張雅琪，日本流行文化認同程度與日文廣告效果關係之探討，國立東華大學企業管理學系研究所碩士論文，民國九十年。

許淑娟，消費者新產品採用時機之影響因素研究─以數位照相機為例，私立大葉大學國際企業管理研究所碩士論文，民國九十三年。

林亮德，消費者創新產品之採用行為與產品屬性評估之研究─以數位影音光碟機（DVD）為例，國立中央大學資訊管理研究所碩士論文，民國八十九年。

吳昭賢，信念對態度影響之研究，淡江大學國際貿易學系國際企業學碩士班碩士論文，民國87年。

黃美文，在電子商務環境下進行網路購物意願之研究— 以購買涉入、參考群體與消費者特性探討，國立屏東科技大學資訊管理技術研究所碩士論文，民國87年。

葉桂鳳，社會影響力對來源國形象的增強效果— 以送禮行為為例，國立政治大學國際貿易學系碩士班碩士論文，民國88年。

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黃嘉勝，創新觀念接受度量表在教學科技研究上的應用，教學科技與媒體，民國八十三年。

蔡瑞宇，顧客行為學，台北：天一，民國85 年

魏啟林編譯，行銷學精論，華泰出版社，民國77 年，譯自Philip Kotler。

張春興，現代心理學，初版，東華書局，民國80 年。

黃志文，行銷管理，第二版，華泰出版社，民國84 年

翁秀琪，大眾傳播理論與實證，三民出版社，民國85年。

愛格（D. A. Aaker），品牌行銷法則，沈雲聰、湯宗勳譯，台北：商業周刊出版，民國87年。

中央社，蘋果電腦iTune下載歌曲突破10億首大關，奇摩新聞，民國95年2月。

珊卓凡德莫維，iPod、iTunes、Steve Jobs，蘋果以科技帶動市場成長，數位時代，2005年三月。

楊文菁，iPod之後蘋果下一顆火藥，數位時代，2005年五月。

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