本研究探討馬來西亞烘焙產業之品牌形象，品牌知名度，品牌忠誠度，網絡評價和購買意願之間的關係。研究結果為：網路評價對於品牌知名度與購買意願之間之間具有干擾的效果，網絡評價在品牌忠誠度與購買意願之間具有干擾的效果，品牌知名度與品牌忠誠度在此研究中具有中介的效果。本研究使用便利抽樣調查表作為收集數據的調查方法。本文的樣本對象為曾經在馬來西亞任何一家麵包店消費過的馬來西亞公民隨機發放380份問卷。回收380份問卷中，有效樣本為368份。本研究運用了層级回歸，檢驗干擾或中介效果。本研究結果表示，網絡評價對忠誠度客戶有干擾影響。網絡評價對非忠誠客戶有輕微影響。 The study aims were to explore the effects of brand image, brand awareness, brand loyalty, customer online review, and purchase intention. In this research customer online review has a moderate effect between brand awareness and purchase intention and also between brand loyalty and purchase intention. Other than that, brand awareness and brand loyalty have a mediating effect on this research. The study uses a questionnaire by convenience sampling as the survey method to collect data. The sample in this thesis was collected by sending 380 questionnaires to a Malaysian citizen who has been consumed in any bakery in Malaysia and 368 were valid. The study applied hierarchical regressions, which tested each hypothesis and it's moderating/meditating effects. The study showed that customer online reviews have a moderate effect on the loyalty of customers. Customer online review has slightly influenced to non-loyalty customers.
