科技已成為人們生活的重要組成部分。它涵蓋了科學的各個學科和支配著人類的未 來。高科技的應用範圍並不僅僅局限於電腦，通訊，或消費電子行業的傳統高科技領域， 而是包括產業在當今的廣泛的商業經濟範圍。本研究的目的是從消費者的觀點來了解高 科技消費（HTC）產品的品牌形象。HTC 產品品牌形象是一個多維的概念。為了查明 HTC 產品品牌形象的不同構面，本研究進行問卷調查。我們遵循C-OAR-SE 程序; 並使 用多個指標和多種原因（MIMIC）模型來涵蓋HTC 產品的品牌形象的若干形成構面和 反射指標。然後，我們評估了HTC 產品品牌形象的法則有效性(Nomological Validity)。 可靠性和測量效度是令人滿意的。相關關係實證也獲得支持。實證發現，HTC 產品的品 牌形象可以用一個整體的潛在結構代表，包括形成構面 - 實用性，創新性，設計，尊 榮，知名度，和享樂, 和反射指標 - 物超所值，購買的理由，個性，有趣，清晰的印象 和與眾不同。其中，尊榮和享樂對HTC 產品的品牌形象有顯著較高的影響。此外，企 業形象如同預期正向影響HTC 產品的品牌形象，然後對滿意度和忠誠度產生積極影響。 根據得到的結果，我們討論研究結果並提出策略意涵以加強產品用戶的關係和增進的顧 客對HTC 產品忠誠度。

Technology has become the important part of people’s life. It covers multiple disciplines of science and governs the future of the mankind. The scope of high-tech applications is not just limited to traditional high-tech fields in computers, telecommunications, or consumer electronics industries but encompasses a broad scope (area) of industries in today’s business economy. The aim of this research is to understand the various dimensions that shape customer image of the high-tech consuming (HTC) product. The HTC product brand image is a multidimensional concept. In order to identify different facets of the HTC product brand image, a questionnaire survey is conducted. We followed the C-OAR-SE procedure; in particular, the multiple indicators and multiple causes (MIMIC) model is used to contain both formative and reflective components of HTC product brand image. Nomological validity is assessed to examine the HTC product brand image. The reliability and validities of measurements are satisfactory and the relevant relationships are supported. We found that the HTC product brand image can be best represented as a holistic latent construct, including formative dimensions - usefulness, innovativeness, design, prestige, popularity, and enjoyment, and reflective indicators - good value for money, a reason to buy, personality, interesting, a clear impression, and different from others. Besides, prestige and enjoyment have significantly higher impacts on the image. Moreover, corporate image is found positively influences the HTC product brand image, which in turn exerts positive effects on satisfaction and loyalty. Based on the results obtained, we discuss the study findings and implications for enhancing product-user relationships and increasing user loyalty toward the HTC product.