本研究依據整理後的品牌屬性指標為基礎，利用高階驗證性因素 分析，提出品牌屬性指標之結構方程模型。總體而言，本研究之主要發 現及重要結論如下：
1. HCFA 的分析結果與模型假設一致
由 LESREL 統計軟體進行品牌屬性的適合度與驗證性分析結果，
顯示模型的配適度良好，而產品的品牌屬性也能確實分為「內在品牌屬 性」與「外在品牌屬性」，顯示突顯產品特徵的品牌特性可以區分為產品 本身的實際用途與產品的外在特性。另外，外在品牌屬性經由因素分析 後也同樣能區分為價格、使用者形象、使用情境、品牌個性四個指標，與 模型假設一致。
2. 兩種品牌的品牌屬性，模型分析結果皆為顯著
本研究係探討一般產品品牌吸引消費者的特性（品牌屬性），故 針對兩項大眾品牌（Levi’s 與 Nokia）進行分析，希望品牌屬性的研究 結果能產生一致的結論。研究結果顯示兩種產品品牌的「品牌屬性」對
「內在品牌屬性」與「外在品牌屬性」的路徑係數均有正向的關係，而
「外在品牌屬性」對「價格」、「使用者形象」、「使用情境」、「品牌個性」也 均有正向的關係，顯示品牌產品本身的特性與品牌產品以外的其他因 素（價格、使用者形象、使用情境、與品牌個性），皆為消費者購買或消 費產品的考量，符合研究模型的基本假設。
3. 外在品牌屬性各項指標的影響力比較
在路徑分析中，Levi’s 與 Nokia 品牌的「內在品牌屬性」影響力
（γL=1.00；γN =1.00）皆高於「外在品牌屬性」（γL=0.97；γN=0.71），
顯示消費者重視品牌產品的實際功能表現多過於品牌外在層面；而外 在品牌屬性的四個分類中，也都以「品牌個性」的影響力為最高
（βL=0.98；βN=1.00），其次為「使用者形象」（βL=0.91；βN=0.86），
顯示品牌背後所隱含的抽象意念、生活型態、生理心理的渴望、理想的實 現等等，是外在屬性當中影響消費者購買意圖的重要因素。然而「價格」
在 Levi’s 品牌的路徑係數卻相當地小（βL= 0.59），為四個指標當中影 響力最低的一項，推測可能是因為 Levi’s 牛仔褲在台灣的牛仔褲市場 屬於高單價產品，相對於台灣的成衣牛仔褲，Levi’s 牛仔褲可能多少降 低了消費者的購買意願。在 Nokia 手機品牌的路徑係數中，「價格」的路 徑係數（βL= 0.78）卻大於「使用情境」（βL= 0.70），推測可能與 Nokia 品牌的訂價策略有關（價格為中等價位，且產品實惠耐用）。
外在品牌屬性的四個尺度在 Levi’s 與 Nokia 品牌中皆以「品牌個 性」的影響力為最高，其次為「使用者形象」；然而 Li（2004）的結果卻 以品牌個性的影響力為最低，推測可能與問項題數造成的變異有關
（本研究的「品牌個性」有三個問項，Li 的「品牌個性」只有一個問項）。
4. 未來研究建議
現在的品牌分類除了產品品牌之外，也有機構品牌、通路品牌等，
吸引消費者的因素可能與產品品牌屬性不同。本研究僅就產品的品牌屬 性進行探討，建議外來的研究也朝向其他品牌類別的品牌屬性，或探 討不同品牌類別所引發消費者購買意圖的重要特性。
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