品牌知名度對消費者購買意願的影響：顧客知覺價值的角色

The Effect of Brand Reputation on Consumers' Purchase Intention: The Role of Customer Perceived Value

服務業愈來愈重視服務品質，重視消費者的購買意願，若能事先確實掌握客戶對服務需求，提供完善的服務系統，相信能在競爭激烈的市場中脫穎而出|人力仲介面臨台灣企業中高度的變化與競爭，如何讓顧客對產品或服務的再購意願提高，建立品牌知名度與顧客知覺價值，提高消費者對購買意願是非常重要的課題。本研究以中部地區人力仲介公司簽訂服務契約之顧客為對象，探討品牌知名度是否會透過顧客知覺價值增強消費者購買意願|期望透過本研究可以讓人力仲介公司業者瞭解到顧客知覺價值的重要性。本研究針對回收之192份有效問卷進行敘述性統計分析、相關分析、因素分析、信度分析及廻歸分析等。研究結果顯示：品牌知名度會正向影響消費者購買意願|品牌知名度會正向影響顧客知覺價值|顧客知覺價值會正向影響消費者購買意願|品牌知名度會透過顧客知覺價值正向影響消費者購買意願。最後，根據研究結果提出管理意涵及後續研究建議。

In recent years, the needs of manpower agency companies in Taiwan have undergone a high degree of change and competition. Service providers have begun to attach importance to service quality and customers' purchase intention. If we truly grasp the customer's service needs in advance and provide a complete service system, we can stand out in the fiercely competitive market. Therefore, it is important to increase the consumers' purchase intention to repurchasing products or services, establish brand reputation and customer perceived value, and increase consumer purchase intention. This study takes the region manpower agency company's customers in central Taiwan as objects to explore whether brand reputation would enhance consumers' purchase intention through customer perceived value. A total of 210 questionnaires were administered and 192 valid questionnaires were returned, for a valid response rate of 91.4%. The empirical results are as follows: (1) brand reputation would positively affect consumers' purchase intention| (2) brand reputation would positively affect customer perceived value| (3) customer perceived value would positively influence consumers' purchase intention| (4) brand reputation would positively influence consumers' purchase intention through customer perceived value. According to these results, managerial implications and suggestions for future studies were proposed.