全球逾 15 億人受聽力損失影響，其中 4 億餘人需積極復健，然而助聽器市場滲透率長期偏低。造成此一落差的核心障礙有三：傳統助聽器額貴的價格、繁瑣的醫療化流程，以及根深蒂固的聽損污名化。本研究問題正是：如何以品牌語言重構消費者對助聽器的認知框架，並透過混合式通路設計系統性降低採用旅程的摩擦。
本篇論文以英霸聲學科技之 XROUND Hear PRO 助聽器為個案，採質性單一個案嵌入式研究設計，探討品牌導向創新（brand orientation innovation）與混合式 OMO 通路整合（Online-Merge-Offline）如何透過品牌信任與顧客體驗兩項中介機制，共同影響消費者採用意圖。
英霸聲學推穿的XROUND Hear PRO助聽器取得台灣 TFDA 醫療器材認證，以「醫療認證 × 科技品牌 × 生活化語言」三重定位進入市場，並建構「線上教育導流 → 線下聽力中心試聽驗配 → 售後 App 持續調整」的三階段 OMO 整合旅程。
品牌導向創新透過去污名化語言框架與能力信任/善意信任雙路徑，顯著提升品牌信任與採用意圖，於 50–65 歲中壯年族群效果尤為突出。OMO 將線下適配助聽器的判斷前移至線上，有效降低資訊不對稱與決策風險，提升旅程流暢度。醫療認證建立認知信任，優質服務體驗將其轉化為情感信任，兩者形成正向強化循環，共同驅動採用意圖。顧客體驗扮演關鍵中介角色——信任須在購後使用體驗中持續兌現方能轉化為行動；通路整合之效果亦有賴消費者感知到跨通路的一致性與流暢度方能實現。
理論層面，本研究填補三項文獻缺口：將品牌導向理論延伸至高污名化醫療科技情境；為高涉入醫療科技產品補充 OMO 旅程設計視角；並建立「顧客體驗作為品牌信任—採用意圖路徑關鍵中介」的理論命題，豐富全通路整合對消費者行為影響的邊界條件分析。
管理層面，建議品牌將溝通框架從「問題補償」轉向「可能性提升」、同步設計品牌承諾與 OMO 通路執行，並建立主動式售後關懷機制；聽力中心應從被動銷售節點轉型為主動體驗設計者；政策層面則建議推動補助制度改革、支持 OMO 創新模式與強化聽力健康教育。

Over 1.5 billion people worldwide suffer from hearing loss, yet hearing aid market penetration remains persistently low due to three structural barriers: high acquisition costs, complex medicalized purchasing processes, and deeply entrenched social stigma. This study examines how a Taiwanese acoustic technology firm addresses these barriers through brand orientation innovation and Online-Merge-Offline (OMO) channel integration.
Using XROUND Hear PRO -- a TFDA-certified hearing aid developed by XROUND Acoustic Technology -- as the focal case, this research employs a qualitative single-case embedded design to investigate how brand orientation innovation and OMO channel integration jointly influence brand trust, customer experience, and adoption intention for high-involvement medical technology products.
XROUND Hear PRO is positioned through a tri-dimensional brand strategy combining TFDA medical certification, an AI acoustic technology identity, and life-quality-oriented communication. The brand operationalizes an integrated OMO journey: online education and pre-screening, in-store trial fitting at partner audiology clinics, and post-purchase App-based adjustment and follow-up care.
Brand orientation innovation operates through a de-stigmatization pathway and a dual-dimension trust-building mechanism (competence trust via TFDA certification; benevolence trust via transparent communication), particularly effective among the 50-65 age cohort. The OMO "front-loading effect" -- shifting fit assessment from offline to online -- significantly reduces information asymmetry and decision risk, improving journey fluency and adoption intention. Medical certification establishes cognitive trust; positive service touchpoints convert it into affective trust, creating a mutually reinforcing cycle that drives adoption. Customer experience mediates both the brand trust-to-adoption and channel integration-to-adoption pathways; trust must be redeemed through consistent post-purchase experience, and channel integration value depends on consumers perceiving seamless cross-touchpoint consistency.
This study makes three theoretical contributions: extending brand orientation theory to a stigmatized medical technology context; enriching omnichannel research with an OMO journey design framework for high-involvement medical products; and establishing the proposition that customer experience is a critical mediator of the brand trust to adoption intention path.
Practitioners are advised to reframe communication from deficit-compensation to possibility-enhancement, synchronize brand promises with OMO channel execution, and implement proactive post-purchase engagement programs. Partner audiology centers should transition from passive sales nodes to active experience co-designers. Policy recommendations include hearing aid subsidy reform, OMO innovation support, and expanded public hearing health education.

Keywords: brand orientation innovation, omnichannel integration (OMO), brand trust, customer experience, adoption intention, hearing aids, medical technology products, case study

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