[[alternative]]THE INFLUENCE OF AUTOMOBILES' ONSUMER DEMAND AND BRAND IMAGE ON CONSUMER PURCHASE BEHAVIOR--THE MEDIATING EFFECTS OF PERCEIVED VALUE

[[abstract]] 本研究旨在分析台灣汽車消費者的需求及品牌形象對購後行為的影響，並以知覺價值作為中介變項來加以探討。因此，以全台汽車消費者為研究對象進行問卷調查，將全台分為北中南東四區，再依人口比例進行分層抽樣。研究工具包含汽車消費者需求、品牌形象、知覺價值、購後行為等量表。問卷調查之資料使用統計軟體進行迴歸分析，以檢定研究假設。主要研究發現如下：（一）消費者需求、品牌價值、購後行為與知覺價值之間均有存在正向影響；（二）知覺價值於消費者需求與購後行為之間產生完全中介效果；（三）知覺價值於品牌形象與購後行為之間則具有部分中介效果。[[abstract]] The purpose of this study was to investigate the automobile consumer demands and the influences of brand image on consumer purchase behavior. The study used perceived value as the mediating variable to explore the issue. The study conducted a questionnaire census on the automobile consumers in Taiwan. First sectioned the consumers into four parts, north Taiwan, middle Taiwan, south Taiwan and east Taiwan respectively, and then execute stratified random sampling according to population ratio. The research included four questionnaires: automobile consumer demand, brand image, perceived value, and consumer purchase behavior. The main findings are as follows: (1) There is significant positive correlation among consumer demand, brand image, post-purchase behavior, perceived value. (2) Perceived value has partial mediation on consumer demand and consumer purchase behavior. (3) Perceived value has partial mediation on brand image and consumer purchase behavior