本研究旨在探討消費者在「產品知識」對企業「品牌權益」的相關性。並以消費者「生活型態」為干擾變數，藉以探討消費者「生活型態」對消費者的「產品知識」與企業的「品牌權益」是否具有顯著性的干擾影響。本研究以台灣大台北地區上班族為研究對象。範圍包括新北市和台北市中國文化大學推廣部來自各階層的學生。以立意抽樣進行問卷調查，本研究對消費者發出問卷350份，有效問卷297份，實證分析結果為：1. 「產品知識」對「品牌權益」有顯著的影響。2. 「生活型態」對「產品知識」與「品牌權益」有部份顯著的干擾調節影響。3. 「生活型態」各分群的消費者對「品牌權益」會有部份顯著的差異性。
The purpose of this study is to examine the relevance of consumers' "product knowledge" to "brand equity". And the consumer "lifestyle" as a disturbance variable, to explore the consumer "lifestyle" on the consumer's "product knowledge" and the enterprise "brand equity" is a significant interference. This study takes the office workers in Taipei, Taiwan as the research object, including the New Taipei City, China University of Culture Promotion Department from all walks of life students. In this study, 350 questionnaires and 297 valid questionnaires were sent to consumers. The empirical results were: 1. "Product knowledge" had a significant impact on "brand equity". 2. "Life Style" has some significant interference effects on Product Knowledge and Brand Equity. 3. There will be some significant differences in the "brand equity" between the consumers of the "life type".
