本研究透過徑路分析，將電子口碑、品牌形象、品牌忠誠度對購買意願的影響進行實證分析。分析結果得知正面電子口碑對購買意願之影響中，品牌形象與品牌忠誠度會有中介效果；而負面電子口碑對購買意願之影響中，品牌形象與品牌忠誠度沒有中介效果存在。
With the development of science and technology, consumers want to buy products
through friends and family to share news from the past. Using of the Internet platform to know the relevant information of the product, which there are many factors will affect this relationship. In this study, to explore the relations of electronic word of mouth,brand image, brand loyalty and consumers purchase intention.
This study is using paper questionnaires and online questionnaires. Consumers who
had purchased the smart phone were the study sample and is collected by 315 questionnaires.Completed questionnaires were returned by 301 con-tact-employees (95.6% response rate).
In this study, we can know the electronic word of mouth, brand image, brand loyalty and purchase intention through path analysis. The results indicated that positive electronic word-of-mouth on purchase intention, brand image and brand loyalty will have the effect of mediating; negative electronic word of mouth and purchase intention,brand image, with no mediating effect of brand loyalty.
