對於一個重視休閒活動的時代中，該如何選擇一家飯店來留宿，就成為一項重要的決定，消費者常使用星級制度、口碑和過往經驗來決策這項問題，但飯店過於誇大不實的廣告對消費者的影響甚大，造成消費者的不信任感，現今新式評鑑計劃上路，是否能夠贏回消費者的信任，且影響消費者之購買意圖，值得深入探討。 本研究針對台灣的旅館業，旨在探討品牌權益、顧客價值、關係品質與購買意圖之關係，經分析過得知以下幾點研究結果與發現：(1)品牌權益對顧客價值與購買意圖皆有正向的影響，且品牌權益會藉由顧客價值來影響購買意圖；(2)品牌權益對關係品質與購買意圖皆有正向的影響，且品牌權益會藉由關係品質來影響購買意圖；(3)顧客價值與關係品質對購買意圖有正向的影響，且顧客價值會藉由關係品質來影響購買意圖；(4)關係品質對購買意圖有正向的影響。 The main topics of this research are brand equity, customer value, relationship quality and purchase intentions. Research results indicated that: (1) Brand equity significantly affected customer value and purchase intentions. Customer value has partial mediation effect between brand equity and purchase intentions. (2) Brand equity significantly affected relationship quality and purchase intentions. Relationship quality has partial mediation effect between brand equity and purchase intentions. (3) Customer value and relationship quality significantly affected purchase intentions. Customer value has partial mediation effect between relationship quality and purchase intentions. (4) Relationship quality significantly affected purchase intentions.
