本研究主要目的針對品牌信任、顧客滿意、商店形象與再惠顧意願彼此之間的關係進行探討,並將網路口碑設定為調節中介效果,收集1,176名中華電信消費者為研究對象。研究方法採用結構方程模型。研究發現,品牌信任與網路口碑彼此之間並未有顯著關係,而商店形象能夠在品牌信任和顧客滿意與再惠顧意願彼此之間存有完全中介的效果。除此之外,網路口碑會在顧客滿意與商店形象之間,存有調節效果,也會對再惠顧意願產生顯著影響。此結果顯示,商店形象及網路口碑,是重要變數,可以影響消費者在服務交易過程中的消費行為,只要電信業者妥善利用商店形象及網路口碑,將可以提升消費者再惠顧的意願。
This study investigates the relationship between brand trust, customer satisfaction, and re-patronage intention, with the mediation effect of store image and moderating effect of electronic word-of-mouth (eWOM). A survey of Chunghwa Telecom consumers in Taiwan is conducted and 1,176 effective questionaires are collected. This study applies a structural equation model to test the effects. The study found no significant relationship between brand trust and eWOM. However, the study discovered that store images had a full meditation effect on brand trust, customer satisfaction and re-patronage intention. In addition, in the model of moderating meditation, the study found that eWOM has a moderating effect on customer satisfaction and store image and impacts re-patronage intention. The study concludes that store image and eWOM are important variables affecting consumer behavior during the service and transaction. Therefore, re-patronage intention can be increased if the telecom service provider makes the most of their store images and eWOM.