本研究旨在探討使用中華電信品牌之消費者在品牌形象、購買意願、從眾意願對品牌忠誠度之影響,透過立意抽樣方式進行問卷調查,總計發放470 份問卷,回收問卷為451 份,有效問卷共443 份,有效回收率為94.2%;經描述性統計、皮爾森相關分析法、迴歸分析與階層迴歸分析等統計方式分析,藉以瞭解使用中華電信品牌之消費者對品牌形象、購買意願、從眾意願與品牌忠誠度之影響,同時可提供相關電信業者作為參考。本研究發現品牌形象對品牌忠誠度具有顯著正向影響,而品牌形象對於購買意願具有正向顯著影響,購買意願對品牌忠誠度亦具有正向顯著影響。其次使用中華電信品牌之消費者心中對中華電信品牌形象愈好,購買意願愈高,品牌忠誠度也愈高;而消費者購買意願愈高,品牌忠誠度亦會愈高;本研究亦證實從眾行為「群體特性」、「情境特性」對品牌形象與品牌忠誠度間確實存在干擾效果,簡言之,使用中華電信品牌消費者受到從眾行為影響程度高低在品牌形象與品牌忠誠度間具有其影響力。
The purpose of this study is to explore the influence from Brand Image, Purchase Intention, and Conformity Behavior on Brand Loyalty of the consumers in CHUNGHWA TELECOM. Through purposive sampling, 470 questionnaires were issued, and 451 questionnaires were responded, including 443 valid ones. The effective response rate is 94.2%. By ways of descriptive statistics, Pearson Correlation Analysis, Regression Analysis and Hierarchical Regression Analysis, this study aims to know the influence from Brand Image, Purchase Intention and Conformity Behavior on Brand Loyalty of the consumers in CHUNGHWA TELECOM, which also provides a reference for mobile communication companies concerned.