本研究主要目的在探討知覺服務品質、品牌形象、顧客滿意度與購買意願之間的關係,同時探討品牌熱愛在變項中的調節中介效果,並在台灣的552名手機消費者中研究了兩種調節中介模型。通過使用結構方程模型,本研究發現知覺服務品質與購買意願之間沒有關係,但品牌形象和顧客滿意度在知覺服務品質和購買意願之間具有完全中介的效果。此外在調節中介之模型1和模型2中發現品牌熱愛在知覺服務品質與品牌形象、顧客滿意度之間具有調節效果並對購買意願產生影響。本研究得出的結論是,手機業者也許會鼓勵顧客加入品牌的網路社群來關注品牌動態,而且為了增加購買意願來滿足顧客在產品或服務交易中的要求,雖然品牌在市場上具有相當知名度,但這對手機業者來說還是存在著風險,顧客的購買意願並沒有顯著的效果。所以手機業者應有效利用品牌熱愛的優勢將品牌形象和顧客滿意度的風險轉化為行銷方面的機會。
This study aims to investigate the relationships of perceived service quality, brand image, customer satisfaction and purchase intention. In addition, the moderated mediating role of brand love is examined on the proposed theoretical model and two moderated mediation models are investigated on 552 mobile phone consumers in Taiwan. By using structural equation modeling, this study found no relationship between perceived service quality and purchase intention. However, brand image and customer satisfaction play a fully mediated role between perceived service quality and purchase intention. In addition, moderated mediation model one and two found that brand love plays a moderated mediating role on perceived service quality through brand image and customer satisfaction to purchase intention respectively. This study concluded mobile phone operators might consider encouraging customers to participate in brand communities with a high degree of emotion and satisfying customers in product and service transactions in terms of increasing purchase intention. Thus, although brand has real lasting quality in the market, which is a risk for mobile phone operators and is harmful to customer purchase intention, mobile phone operators should turn risks into opportunities in terms of marketing efforts by effectively using the power of brand love, brand image and customer satisfaction.