| Reference: | 一、中文部分
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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。
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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。
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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。
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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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