每當智慧型手機有新產品推出，總能讓消費者眼睛為之一亮，
其成功因素，除了簡約的設計及多樣的App 軟體選擇外，產品的品
牌形象及所造成的網路口碑效應，是否也在潛移默化中影響了消費
者的購買意願呢？故本研究以智慧手機進行深入探討，希望能對企
業建立的產品形象效益做出分析及建議，進一步創造出網路口碑，
促使消費者願意購買公司產品。
本研究以智慧型手機的使用者為調查對象，以紙本及網路問卷
的方式，發放300 份問卷，透過層級迴歸分析，進行實證研究，觀
察結果發現網路口碑會扮演中介變數，影響品牌形象對購買意願之
影響。
When there is a new smart phone release, It always allows consumers to buy it as
soon as possible. To analyze the success factors. One is it's simple-design and a variety
of App software selection, the product's brand image and reputation caused by the network
effect, whether it also subtly influence the consumer's willingness to buy it? In this
study, in order to conduct in-depth study smart phones, hoping to establish corporate
image of the product to make benefit analysis and recommendations, and further create
a network reputation, prompting consumers are willing to buy our products.
In this study, smartphone users for the survey to paper and internet questionnaires,
300 questionnaires distributed via multiple regression analysis, empirical research, observation
found online WOM would play an intermediary variables affect the brand
image on purchase intention.
