[[alternative]]The Relationship among Brand Image, Perceived Value, Word-of-Mouth, Product Knowledge and Purchase Intension--An Empirical Study of Mobile Phone

[[abstract]] 現今手機在台灣已成為人們日常生活中的一部分，行動電話手機市場競爭激烈。此情況對手機廠商而言，若想從這激烈的環境中脫穎而出，除了產品本身需能夠讓顧客感受到價值外，也應重視企業知品牌形象，方能取得競爭優勢。因此，本研究目的：(1)探討品牌形象是否影響購買意願。(2)探討產品知識是否影響購買意願。(3)了解口碑在品牌形象及產品知識對購買意願的影響中是否存在著中介效果。(4)了解知覺價值在品牌形象對購買意願的影響中是否存在著中介效果。 本研究採用問卷調查方式蒐集資料，透過SPSS分析之研究結果顯示：(1)品牌形象對口碑影顯著的關係。(2)品牌形象對知覺價值有顯著的關係。(3)產品知識對口碑有顯著的關係。(4)口碑對購買意願有顯著的關係。(5)知覺價值對購買意願有顯著關係。(6)產品知識對購買意願有顯著關係。(7)品牌形象對購買意願有顯著關係。(8)口碑在品牌形象對購買意願的影響中存在著部分中介效果。(9)口碑在產品知識對購買意願的影響中存在著部分中介效果。(10)知覺價值在品牌形象對購買意願的影響中存在著部分中介效果。[[abstract]] The mobile phone has already become part of the daily life in Taiwan. The competition of mobile phone market is severe. This situation for mobile phone manufacturer, should pay attention to brand image and customer perceived value which can make the competition advantage. Therefore, the purposes of this study are listed as follows : (1) explore whether brand image will influence the purchase intension, (2) explore whether product knowledge will influence the purchase intention, (3) test a mediating effect of word-of-mouth (4) test a mediating effect of perceived value. The questionnaire was used to collect data. The results showed that : (1) brand image is a significant impact on word-of-mouth, (2) the brand image is positive influence on the perceived value , (3) the product knowledge is positive influence on the word-of-mouth, (4) the word-of-mouth is positive influence on the purchase intension, (5) the perceived value is positive influence on the purchase intension, (6) the product knowledge is positive influence on the purchase intension, (7) the brand image is positive influence on the purchase intension, (8) the mediating effect of word-of-mouth and perceived value on brand image and purchase intension is supported and(9) the mediating effect of word-of-mouth on product knowledge and purchase intension is supported