隨著台灣產險市場趨近飽和，台灣產險業未來該何去何從是值得細細思考的問題。為了使企業得以永續經營，過往經營模式已不適用於現今的社會及客群，注重服務品質、兼顧企業形象，方能獲得消費者的認同。

本研究以產物保險公司為研究對象，目的欲探討產物保險公司之服務品質、品牌形象及消費者購買意願關係之研究。本研究將以大台北地區消費者為研究對象，採用問卷調查法，回收有效問卷311份；並利用SPSS統計軟體，將蒐集資料進行多方檢驗，探討服務品質、品牌形象及消費者購買意願之關聯性，這項研究的結果如下：
一、服務品質（可靠性、回應性）對於品牌形象具有顯著正向影響關係。
二、品牌形象（功能性利益、象徵性利益、經驗性利益）對於消費者購買意願具有顯著正向影響關係。
三、服務品質（可靠性、回應性）對於消費者購買意願具有顯著正向影響關係。
四、品牌形象對於服務品質及消費者購買意願具有顯著部分中介效果。

根據研究結果可得知，產物保險公司若要永續經營，保持優質服務品質、與競爭者區別，讓品牌更加鮮明與獨特，透過品牌傳遞的形象、意念與信任度等感受與消費者無形間取得更深刻的關係維繫，如此一來便能直接或間接影響到消費者在選購保險商品時做出抉擇，已達到永續經營之最終目的。

In recent years, Taiwan's property and casualty insurance market has been approached to saturation; it is worthwhile to think about the future of Taiwan's property and casualty insurance industry. Since the past business model does not suitable for today's society and customer base, in order to enable property and casualty company to remain endless and sustainable development, the business must pay attention on how to improve its service quality and establish excellent brand image to help consumer recognition.

This research was original design to investigate the relationship between service quality, brand image, and purchase intention, and to target the property and casualty insurance company as the main research object. Through the insurance product consumers in Taipei city and received valid 311 questionnaires surveys; use SPSS statistical software for the data analysis and the final results of the hypotheses testing are as follows:  
1.Service quality has a significant positive influence on brand image.
2.Brand image has a significant positive influence on purchase intention.
3.Service quality has a significant positive influence on purchase intention. 
4.Brand image has mediating effect in the relationship between service quality and purchase intention.

目錄
目錄 III
表目錄 V
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究範圍 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 服務品質 7
第二節 品牌形象 11
第三節 消費者購買意願 14
第四節 變數之間的推論及假說 21
第三章　研究方法與設計 24
第一節 研究架構及假說 24
第二節 變數定義 26
第三節 研究對象及問卷設計 30
第四節 資料分析方法與工具 32
第四章　資料分析與研究結果 35
第一節 樣本特性分析	 35
第二節 信效度分析 38
第三節 構面描述性分析 44
第四節 個人屬性差異性分析 47
第五節 皮爾森相關性分析 53
第六節 線性迴歸分析	 55
第七節 中介分析 61
第八節 研究假說實證結果 62
第五章　結論與建議	63
第一節 研究結論 63
第二節 研究建議 65
第三節 研究限制及未來方向 67
參考文獻 69
參考附錄 76

表目錄
表2-3服務品質定義彙整表 9
表2-4品牌形象定義彙整表 12
表2-5購買意願定義彙整表 15
表2-6購買意願類型彙整表 17
表3-1服務品質的定義與問項衡量 27
表3-2品牌形象的定義與問項衡量 28
表3-3購買意願的定義與問項衡量 29
表3-4本研究問卷題號彙整表 31
表3-5 CRONBACH'S Α係數合理範圍參考指標 33
表3-5 KMO值的判斷標準 33
表4-1樣本基本特性分析表 37
表4-2服務品質之KMO與BARTLETT檢定統計表 38
表4-3服務品質量表之問項及信度分析 39
表4-4品牌形象之KMO與BARTLETT檢定統計表 40
表4-5品牌形象量表之問項及信度分析 41
表4-6消費者購買意願之KMO與BARTLETT檢定統計表	42
表4-7消費者購買意願量表之問項及信度分析 43
表4-8各研究變項之描述性統計分析 44
表4-9服務品質各研究變項之描述性統計分析 44
表4-10品牌形象各研究變項之描述性統計分析 45
表4-11消費者購買意願各研究變項之描述性統計分析	46
表4-12不同個人屬性在服務品質特質上之差異性分析	47
表4-13不同個人屬性在品牌形象特質上之差異性分析	49
表4-14不同個人屬性在消費者購買意願特質上之差異性分析 51
表4-15服務品質對品牌形象之相關分析表	53
表4-16服務品質對消費者購買意願之相關分析表 53
表4-17品牌形象對消費者購買意願之相關分析表 54
表4-18服務品質與品牌形象之迴歸分析表	56
表4-19品牌形象與消費者購買意之迴歸分析表 58
表4-20服務品質與消費者購買意之迴歸分析表 60
表4-21品牌形象對服務品質及消費者購買意願之中介效果分析表	61
表4-22本研究假說驗證之結果	62

圖目錄
圖1-1研究流程圖 6
圖2-1知覺服務品質模式 8
圖2-2服務品質之概念模式 8
圖3-1研究架構 24

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