由於通訊科技的日新月異智慧型手機成為了手機市場的主流，智慧型手機不僅是為了通訊，同時亦可兼顧娛樂、社交、商務、網路。也隨著技術創新，使得購買智慧型手機的人不斷增加，而大學生更是其中屬於重度使用頻率最高之族群，無論上課、參與社團或打工等活動，生活上幾乎是人手一機片刻不離身。智慧型手機品牌的功能與型號眾多，然而每個不同族群的消費者對於品牌的偏好、感官知覺、用途用法不一樣，以致於每一族群之購買意願決策不易猜測，因此本研究將以曾購買過智慧型手機的大學生為研究對象，探討大學生對智慧型手機品牌權益重視程與消費行為特性，以及比較不同背景變項大學生對之品牌權益重視程度有無顯著性差異。

Due to the rapidly changing in Communication technology, smartphone became mainstream in the market. Not only used to communicate, smartphone can also be used on amusement, social activity, business and internet. With the progress in innovation, smartphone are much easier to be acquired by people in which college students are the majority of Mobile Addicts. They could not leave without smartphone no matter in class, part-time work or even club activities. Different groups of consumer will be attracted by different function, sensory perception and brand image which makes it very to understand purchase intention from different groups. As a result, this research takes college students that used to buy smartphone as sample to study brand equity and consumer behavior from student's aspect then find out the significant difference in t-test from different factors.