品牌形象對顧客忠誠度與再購意願之研究－以蘋果公司之iPhone為例

本研究以透過文獻整理為基礎，探討品牌形象、顧客忠誠度與再購意願之間的相互關係，並以知名品牌Apple公司所生產的iPhone手機所使用之用戶做為本研究問卷樣本對象。共發出326份問卷，經回收整理後，有效問卷為305份，回收率為94%。本研究所得結果如下：（1）品牌形象對顧客忠誠度有顯著正向之影響；（2）顧客忠誠度對再購意願有顯著正向之影響；（3）品牌形象對再購意願有顯著正向之影響；（4）顧客忠誠度在品牌形象與再購意願具有完全中介效果。因此，消費者對品牌的形象將會影響其忠誠度，忠誠度對未來再購買其商品與服務時也是很大的因數。為此，企業應做好其品牌之商品與服務，以確保維護良好之品牌商譽形象與顧客忠誠度。

關鍵字

品牌形象；顧客忠誠度；再購意願

並列摘要

This study was based on literature review, to explore the relationships among Brand Image, Customer Loyalty and Repurchase Intention, for sample users who used the iPhone. A total of 326 questionnaires were issued in this study, and 305 questionnaire were valid with 94% respond rate. The results of this study were as follows: (1) brand image was significantly affected to customer loyalty; (2) customer loyalty was significantly affected to repurchase intention; (3) brand image was significantly affected to repurchase intention; and (4) customer loyalty had complete mediation effect between brand image and repurchase intention. Therefore, consumers' brand image will affect their loyalty, and loyalty of goods and services will be also a big factor in their future purchases. At the end, companies should do a good job for their brand products and services to ensure a good brand reputation and customer loyalty.

並列關鍵字

Brand Image ； Customer Loyalty ； Repurchase Intention

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