商店形象、品牌形象、網路口碑、知覺價值與再購意願關係之研究–調節中介模式探勘

本研究目的主要在探索品牌形象、商店形象、知覺價值和再購意願間之關係，同時探索網路口碑在變項中的調節中介之效果，且在中華電信1176名消費者中完成了一種調節中介模型之研究。此研究使用了結構方程模型，發現了品牌形象和網路口碑間沒有相對關係，然而知覺價值在品牌形象與商店形象和再購意願中具備了完全中介效果。並在調節中介模型裡，發現網路口碑在商店形象與知覺價值中具備了調節效果，且對再購意願發展出相對之影響。此研究結論最後得出，門市顧客可能會鼓勵消費者去加入品牌網路社群，進而關注品牌動態，並為了增加再購意願，而滿足消費者在產品與服務交易中之要求，品牌雖然已在市場上具備相對知名度，仍對消費者還是存在著很大的風險，消費者的再購意願也無顯著的效果。所以電信業者應具備網路口碑之優勢將商店形象與知覺價值之風險轉化成行銷方面之契機。

關鍵字

商店形象；品牌形象；網路口碑；知覺價值；再購意願；調節中介模式

並列摘要

The purpose of this study is to explore the relationship between store image, brand image, perceived value and repurchase intention. Simultaneously, this study incorporates the moderated mediation effect of electronic word-of-mouth (eWOM). A survey of 1,176 consumers in Chunghwa Telecom is conducted to test the model. Results from the structural equation model (SEM) indicates that there is no relationship between brand image and electronic word-of-mouth, but the perceived value has a full mediating effect between brand image, store image, and repurchase intention. In addition, in the model of moderated mediation, it is found that electronic word-of-mouth has an moderating effect between the store image and perceived value, and has an impact on the repurchase intention. The conclusion of this study is that store customers may encourage customers to join the brand's online group to follow the brand dynamics, and also to increase repurchase intention to understand customers' requirements on product or service transactions, although the brand is certain popularity on the market, it is still exsist risky for customers. The customer's repurchase intention has nonsignificant effect. Therefore, telecommunications operators should have the effectively use the advantages of electronic word-of-mouth to transform the risk of store image and perceived value into marketing opportunities.