Abstract-The prior research indicated there were significant relationship between customer involvement, brand equity, and customer loyalty. The purpose for the study was to find out how customer involvement mediates the relationship between brand equity and customer loyalty. The participants for this research were selected as the consumers having the shopping experience for smart phone in Taiwan, resulting in 182 individual surveys for this research. The results supported hypothesis and revealed brand equity and customer involvement had significant and positive relationship with customer loyalty, while customer involvement has partial indirect effect on customer loyalty in path analysis. Finally, this research generated the suggestions for business strategies and suggested future scholar studies. [7] defined customer loyalty was the customer's attitude for re-purchasing intentions for buying same products. Jones and Sasser [8] recognized the customer involvement was a significant factor to influence customer behavior and argued the different level of customer involvement will affect customer purchasing behavior. Knox and Walker [9] indicated customer involvement will affect the final decision during purchasing procedure and the higherinvolved customer will behave higher loyalty. And this behavioral intention will help to maintain the business relationship between customers and companies.
KeywordsHu [10] and Hu [11] conducted a research and supported the concept that customer involvement, brand equity, and perceived risk, had significant and positive relationship with customer loyalty. Based on the research by Olsen [12], the customer involvement has acted a complete mediator role between customer satisfaction and repurchase loyalty. Knox and Walker [9]claimed customer involvement played an important role when maintain loyalty relationship with customer. Previous studies have suggested there were significant and positive relationship between customer loyalty, brand equity, and customer involvement. This research expanded these theories and ground studies, conducted more detailed analysis, and intended to examine the indirect effect of customer involvement for the relationship between brand equity and customer loyalty.
II. RESEARCH HYPOTHESESThis study tried to investigate: (a) to examine the indirect effect of customer Involvement for the relationship between brand equity and customer loyalty.(b) to create the suggestions for business application for electrical consumer products, and (c) to find out areas for future scholarly inquiry. Baron and Kenny [13] suggested a variable function as a mediator when it meets the conditions as follow: (a) variations in levels of the independent variable able significantly account for variations in the presumed mediator., (b) variations in the mediator significantly account for variations in the dependent variable., (c) When (a) and (b) were controlled, a previously significant relationship between the independent variable and dependent variable was no longer significant, thi...