現今社會網際網路的商業應用已經進入百家爭鳴的局勢，如何利用這超越時空具有即時性、互動性、多媒體等網際網路的特性來促銷自己的網路商店商品，已經是所有有心經營網路商店者所共同關心的課題。因此，本研究進行問卷調查並探討分析，想要探究消費者在進行網路購物行為時，品牌形象對購買意願之影響，及探討促銷活動與知覺價值在品牌形象對購買意願之影響中所產生的關係為何？強調品牌形象、促銷活動與顧客知覺價值對網路購物業者的重要性，以供網路購物業者在實施行銷時有一指標性的參考。 本研究採用問卷調查方式蒐集資料，共發放545份問卷，回收之問卷為 521份，有效問卷共497份，有效問卷率達91.2%。研究結果顯示：(1)品牌形象對購買意願有顯著的影響。(2)品牌形象對促銷活動有顯著的影響。(3)品牌形象對知覺價值有顯著的影響。(4)促銷活動對購買意願有顯著的影響。(5)知覺價值對購買意願有顯著的影響。(6)促銷活動在品牌形象對購買意願的影響中存在著部分中介效果。(7)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。 Nowadays the online shopping has become part of our life and it’s necessay to know more about it.The purposes of this study were: (1) to examine whether brand image influences the purchase intension. (2) to investigate the effect of promotion campaigns and perceptive value on purchasing intention. (3) to emphasize the important role of brand image, promotion campaigns and perceptive value in affecting internet shopping. Totally 545 online shoppers were interviewed and asked to respond the questionnair.Data collected were analyzed.The results were summzrized as follows:1. Brand image has significant influence on purchase intension. 2. Brand image provides significant influence on promotion campaigns.3. Brand image yields significant influence on perceptive value.4. Promotion campaigns influence on purchase intension.5. Perceptive value influence on purchase intension.6. Promotion campaigns provide a mediating effect between brand image and purchase intension.7. Perceptive value also provide a mediating effect between brand image and purchase intension. Explanations of the findings were offered and applications of the study were discussed. Finally, some suggestions for future research were identified and discussed, also the results are suggested to be useful references for online shopping traders.
