悠遊卡公司自2002年至2011年間發行超過1700種樣式的特製版，包括直接銷售予一般消費者的主題商品特製版及接受企業訂購之企業訂製版。本研究主要針對悠遊卡公司規劃設計之授權商品類特製版內容的主題類型及其商品銷售情形，以內容分析法進行分析，並運用歸納法及敘述性統計進行資料分析，探討悠遊卡特製版內容主題與銷售的關係，進而了解消費者購買悠遊卡特製版時所得到的消費價值，提供悠遊卡公司未來商品策劃的參考依據。本研究僅針對其中557種樣式的授權主題商品內容加以分析，本研究發現，無論是Hello Kitty、SNOOPY等卡通人物品牌或是王建民、郭泓志等，因消費者對該知名品牌所產生之品牌信任、品牌情感會影響消費者的購買意願外，其對品牌之認同度及品牌本身的知名度與曝光率的影響下，均會提升消費者的購買意願。

EasyCard is a contactless multi-function electronic ticket integration of the payment of the Taipei mass rapid transit system, buses, parking, and special institutions. Nowadays, payments can be made by EasyCard at the railway system, Taiwan High Speed Rail, Maokong Gondola, Taipei Zoo, Libraries, Intercity Buses, Dan-shui Blue High Way, and other certified stores as well. This study applies content analysis and uses the inductive method and descriptive statistics of the data through analysis, and gets an understanding of the relationship between theme cards and sales results, and the consumption value to customers from purchasing theme cards. Therefore, this study could be a reference for EasyCard Corporation’s future product planning. EasyCard Corporation issued 1,700 different kinds of theme cards from 2002 to 2011, including direct sales to retail customers or ordered by business units. This study focuses on 557 kinds of theme cards sold to retail customers, and found that some people are fascinated by theme cards, thus made theme cards a new collection such as stamp or coins as well. Due to the brand trust and brand affect, which are generated by customers from the brand name, no matter the brand is Hello Kitty, Snoopy, other cartoon characters, or famous characters such as Chien-Ming Wang, Hong-Chi Kuo, etc., purchase intention would be positively influenced. The degree of brand recognition, brand awareness and exposure will enhance the purchase intention of customers.