品牌形象為消費者心中所持有的態度，根據其態度的特性，區分品牌形象為功能性形象、象徵性形象與經驗性形象；當品牌於消費者心中具有正面意義，品牌才具有價值。知覺品質是消費者對於產品價值的判斷，知覺品質分為不易衡量的抽象知覺品質與可以衡量的客觀知覺品質，而知覺品質的判斷會影響消費者的態度，進一步影響其購買決策。另外，品牌在消費者評價產品品質時非常重要，因為在無法正確衡量產品品質的情況下，若是對產品的知識不足，或是不易取得有關產品功能的資訊，則消費者的知覺風險會提高，此時如果有一個良好的品牌形象做為產品品質的保證，將可提高消費者對產品的知覺品質。而消費者的再購買意願，可以說是顧客一種明確地反覆購買的行為，近年來已成為一項重要的研究課題。 本研究將以消費者觀點,以筆記型電腦為例，探討產品之品牌形象在消費者知覺品質、知覺品質對消費者再購買意願之影響, 並加入探討品牌形象對再購買意願是否具有直接的影響，由此驗證其進ㄧ步影響消費者再購買意願的各種可能因素。 本研究以筆記型電腦使用者為對象，採用網路問卷的方式抽樣進行調查，回收樣本數為230 份，剔除填答不全以及回答問卷答案完全一樣者，有效樣本為224份。根據所需之研究目的，利用STATISTICA6套裝軟體來執行適當之統計分析，其方法包括了敘述性統計分析、信度與效度分析及結構方程模式（SEM）分析等，藉以探討消費者對於筆記型電腦之品牌形象、知覺品質與再購買意願之間的影響關係。 研究結果發現：(一)品牌形象是消費者購買產品時用以評定品質的重要線索，依據消費者對產品的品牌形象，消費者覺得品牌形象愈高的產品其產品品質也會愈高，對知覺品質有顯著影響。 (二) 消費者認同高品牌形象的觀念，當消費者對產品之品牌形象正向提升時，會同時正向提升對該商品的知覺品質，進而對再購買意願也有顯著正向影響。(三) 當知覺產品價值越高時，對於消費者的再購買意願有正向的影響。 Brand image, the attitude consumer holds in his heart, is formed in the type of network association. Based on their specialties, the brand image could be classified roughly as functional image, symbolic image and experience image. Only when the brand stands for the positive meaning toward the consumer can brand be valuable. This research will be with consumer's view, probe into relevant the goods of notebooks purchasing intention with influence of brand image,perceived quality and repurchase intention. This research finds out that in terms of the consumers’ repurchase intention , both the brand image and perceived quality have positive effect on the repurchase intention, and, among other things, the effect of the perceived quality on the repurchase intention is more than that of the brand image on the repurchase intention. The effect of brand image to the repurchase intention is not significant. As the whole frame, the brand image can affect the repurchase intention by way of the perceived quality , but it would not directly affect there purchase intention. It is the perceived quality that would directly affect the repurchase intention. This point can be used as a reference when promotion strategy is to be established.
