隨著全球化和媒體快速的發展，消費者在選購產品時有更多的選擇。在此競爭劇烈的市場中，提升消費者購買意願是所有企業的共同目標。在影響消費者購買意願因素中，品牌形象是一重要指標，消費者對於產品缺乏相關資訊時，會傾向藉由品牌形象做為評估產品之依據。因此，建立品牌形象成為現今企業皆應經營的無形資產。而消費者的日常生活之中，常伴隨著衝動性的購買行為，衝動性購買傾向越高之消費者，其對於物質有較高之慾望，較易受到吸引，因而購買之可能性較高。
本研究旨為探討品牌形象對購買意願之影響效果，並以消費者衝動性購買傾向為干擾變數。透過問卷調查的方式，以（連鎖）品牌服飾店之購買經驗作為填答問卷之依據。實證結果發現，品牌形象與購買意願呈現顯著的正向關係；在干擾效果方面，消費者衝動性購買傾向在品牌形象與消費者購買意願間呈現顯著干擾影響。
As the development of globalization and media, consumers have more choices on products when purchasing products. Improving consumer purchase intention is a target for all enterprise in high competitive market. Brand image is an important indicator to influence consumer purchase intention. Customer will tend to evaluate products by brand image when they are lack of information of products. Therefore, creating bran image becomes an intangible asset for business. In daily life, consumers are easily to be attracted by impulsive buying behavior and high desire for substance. Thus, the possibility of purchase might become higher.
The purpose of this study is to explore the impact of brand image on consumer purchase intention. It also involves the impulsive buying tendency as moderator variable. This study collected the data via questionnaire method. The result indicated that brand image and consumer purchase intention has significant positive relationship. In the interference effect aspect, the impulsive buying tendency has interference effect between the brand image and consumer purchase intention
