[[alternative]]The Influence of Brand Image, Customer Satisfaction and Purchaes Intention of Smart Phones--Negative Events as Interference Variables

[[abstract]] 當今是智慧型手機普遍的時代，各家企業透過不斷提升手機效能，以滿足消費者需求，因此智慧型手機已成為人們生活中不可或缺的一部分，然而企業要如何保持消費者心中的品牌形象，並達到良好滿意度與購買意願，當智慧型手機選擇眾多時，如該企業發生負面事件，是否會影響消費者對產品效能的信任。本研究目的旨在探討智慧型手機之品牌形象、顧客滿意度與購買意願之影響關係-以負面事件為干擾變項。 本研究採用便利抽樣方式進行問卷調查，以瞭解消費者對於智慧型手機之品牌形象、顧客滿意度、購買意願之關係。共計發放316份問卷，回收302份，有效問卷回收率為95.56%，研究分析結果顯示：1.品牌形象對顧客滿意度有顯著影響。2.品牌形象對購買意願有顯著影響。3.顧客滿意度對購買意願有顯著影響。4.顧客滿意度對品牌形象、購買意願有中介效果。5.負面事件對購買意願有顯著影響。6.負面事件對品牌形象、購買意願不具有干擾效果。[[abstract]] Nowdays the smart phone is common and indispensable to people owing to its' function have been improved continuously to meet users need. However, how do the smart phone producers maintain their brand image for achieving good satisfaction and willingness to purchase to customers? How do they win the customers' trust on the product performance while they are impacted by negative event even the competitors are many ? The purpose of this study is to explore the relationship between brand image, customer satisfaction and purchase intention of smart phones - taking negative events as interference variables. This study used a convenient sampling method to conduct a questionnaire survey for investigating the relationship between consumers brand image, customer satisfaction, purchase intention and negative events of smart phones. A total of 316 questionnaires were distributed and 302 were collected. The effective questionnaire recovery rate was 95.56%. The results of the research analysis showed:1.Brand image has a significant impact on customer satisfaction.2.Brand image has a significant impact on purchase intention.3.Customer satisfaction has a significant impact on purchase intention.4.Customer satisfaction has a mediating effect on brand image and purchase intention.5.Negative events have a significant impact on the willingness to purchase.6.Negative events have no interference effect on brand image and purchase intention