自從APPLE公司推出iPhone 以來，智慧型手機已成為全球最關注的商品，面對激烈競爭各手機大廠也努力提升顧客滿意度以提升顧客忠誠度，以期待顧客會再次購買。本研究以方便抽樣調查智慧型手機之顧客，並詢問受訪者關於目前與之前手機的品牌，使用時間以及滿意度。本研究利用因素分析、迴歸模型討論影響消費者對於智慧型手機滿意度的變項。我們也利用羅吉斯迴歸模型探討滿意度是否會影響消費者再購買相同品牌手機。

Since Apple released first generation iPhone in 2007, smartphone has been recognized as the most popular consumer electronics with spotlight. Under the highly competitive environment, companies are struggling for increasing customer satisfaction to maintain customer loyalty, so that consumers are willing to purchase products again. In this study, convenience sampling has been used to investigate smartphone consumers; respondents were asked about which current and previous smartphones he used, usage time and satisfaction scores. We use factor analysis and regression model to find out which factors affect consumer satisfaction of four most popular smartphone brands in Taiwan. We also use logistic regression model to discuss whether customer satisfaction will lead customers repurchase same brand smartphone.