本研究主要目的在探討知覺服務品質、品牌形象、顧客滿意度與購買意願之間的關係，同時探討品牌熱愛在變項中的調節中介效果，並在台灣的552名手機消費者中研究了兩種調節中介模型。通過使用結構方程模型，本研究發現知覺服務品質與購買意願之間沒有關係，但品牌形象和顧客滿意度在知覺服務品質和購買意願之間具有完全中介的效果。此外在調節中介之模型1和模型2中發現品牌熱愛在知覺服務品質與品牌形象、顧客滿意度之間具有調節效果並對購買意願產生影響。本研究得出的結論是，手機業者也許會鼓勵顧客加入品牌的網路社群來關注品牌動態，而且為了增加購買意願來滿足顧客在產品或服務交易中的要求，雖然品牌在市場上具有相當知名度，但這對手機業者來說還是存在著風險，顧客的購買意願並沒有顯著的效果。所以手機業者應有效利用品牌熱愛的優勢將品牌形象和顧客滿意度的風險轉化為行銷方面的機會。

This study aims to investigate the relationships of perceived service quality, brand image, customer satisfaction and purchase intention. In addition, the moderated mediating role of brand love is examined on the proposed theoretical model and two moderated mediation models are investigated on 552 mobile phone consumers in Taiwan. By using structural equation modeling, this study found no relationship between perceived service quality and purchase intention. However, brand image and customer satisfaction play a fully mediated role between perceived service quality and purchase intention. In addition, moderated mediation model one and two found that brand love plays a moderated mediating role on perceived service quality through brand image and customer satisfaction to purchase intention respectively. This study concluded mobile phone operators might consider encouraging customers to participate in brand communities with a high degree of emotion and satisfying customers in product and service transactions in terms of increasing purchase intention. Thus, although brand has real lasting quality in the market, which is a risk for mobile phone operators and is harmful to customer purchase intention, mobile phone operators should turn risks into opportunities in terms of marketing efforts by effectively using the power of brand love, brand image and customer satisfaction.

中文摘要：I
Abstract：II
目錄：III
表目錄：VI
圖目錄：VII
第一章 緒論：1
1.1 研究背景與動機：1
1.2 研究目的：6
1.3 研究流程：7
第二章 文獻探討：8
2.1知覺服務品質：8
2.1.1 知覺服務品質定義與構面分類：8
2.1.2 小結：9
2.2購買意願：9
2.2.1 購買意願定義：9
2.2.2 購買意願構面分類：10
2.2.3 小結：10
2.3 品牌形象：11
2.3.1 品牌形象定義及構面分類：11
2.3.2 小結：12
2.4 顧客滿意度：13
2.4.1 顧客滿意度定意與構面分類：13
2.4.2小結：14
2.5 品牌熱愛：15
2.5.1 品牌熱愛定義與構面：15
2.6 研究假設：16
2.6.1 知覺服務品質與購買意願：16
2.6.2 知覺服務品質與品牌形象：17
2.6.3 知覺服務品質與顧客滿意度：18
2.6.4 品牌形象與購買意願：19
2.6.5 顧客滿意度與購買意願：20
2.6.6 品牌形象對知覺服務品質與購買意願的中介效果：21
2.6.7 顧客滿意度對知覺服務品質與購買意願的中介效果：22
2.6.8 品牌熱愛對於品牌形象的調節作用：23
2.6.9 品牌熱愛對於顧客滿意度的調節作用：24
第三章 研究方法：25
3.1 研究架構：25
3.2 研究變項操作性定義與測量工具：26
3.2.1 知覺服務品質：26
3.2.2 購買意願：27
3.2.3 品牌形象：27
3.2.4 顧客滿意度：28
3.2.5 品牌熱愛：28
3.3 研究對象與抽樣設計：29
3.4 問卷預試與信效度分析：30
3.4.1 問卷預試：30
3.4.2 問卷預試之信效度分析：31
3.5 資料分析方法：31
第四章 資料分析與結果：34
4.1 敘述性統計分析：34
4.2 估計方法之選擇：38
4.3 測量模型分析：39
4.3.1 驗證性因素分析：39
4.3.2 信度分析：40
4.3.3 效度分析：42
4.4 相關分析：44
4.5 理論模型分析：47
4.5.1 理論模型分析：47
4.5.2 假設驗證：48
4.5.3 中介效果檢定：49
4.5.4 調節中介－品牌熱愛對於品牌形象的作用：51
4.5.5 調節中介－品牌熱愛對於顧客滿意度的作用：53
第五章 結論與建議：55
5.1 研究結論：55
5.2 管理意涵及貢獻：61
5.3 研究建議：64
參考文獻：66
附錄：80

 
表目錄
表3- 1問卷預試之信效度分析表：31
表4- 1問卷回收統計表：35
表4- 2人口變項資料：37
表4- 3觀察變項之平均數、標準差、偏態與峰度：38
表4- 4各變項驗證性因素分析結果：40
表4- 5正式問卷因素信度分析結果表：41
表4- 6因素建構信度：41
表4- 7因素收斂效度分析結果表：42
表4- 8因素區別效度：43
表4- 9構面相關矩陣：44
表4- 10各變項路徑彙總表：48
表4- 11中介變項路徑表：50
表4- 12品牌形象調節變項高低區分：52
表4- 13品牌熱愛在知覺服務品質與品牌形象間中介效果調節檢定：52
表4- 14顧客滿意度調節變項高低區分：54
表5- 1研究假設與驗證結果彙整表：56

圖目錄
圖1- 1研究流程圖：7
圖3- 1研究架構圖：26
圖4- 1研究路徑圖：47
圖4- 2品牌熱愛對於品牌形象調節中介架構圖：51
圖4- 3品牌熱愛對於顧客滿意度調節中介架構圖：53

中文部分：
持本志行(1995)。顧客滿意戰略與運用。超越企業顧問有限公司。
陳律睿、曹為忠、劉妍郁(2016)。服務品質、企業回應顧客抱怨能力、顧客滿意度、顧客口碑與顧客忠誠度之關係，中華管理評論國際學報，19(1)，1-21。
傅永德(2008)。品牌形象、服務品質、顧客滿意與行為意向之研究(未出版之碩士論文)。國立高雄應用科技大學商務經營研究所。
黃鈺淵(2009)。西方速食連鎖店的服務品質與顧客滿意度之關係研究－以台灣大都會地區為例(未出版之碩士論文)。國立中山大學企業管理學系研究所。
蕭源都、張仁家、鍾光硯、黃冠齊(2015)。統一星巴克顧客滿意度之研究。華人前瞻研究，11 (1)，47-64。
 
英文部分：
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press, New York, USA.
Aaker, D.A., and Biel A. L. (1995). Brand equity and advertising: Advertising's role in building strong brand. Lawrence Erlbaum Associates, New Jersey, USA.
Ahuvia, A. C. (1993). I love it! Towards a unifying theory of love across diverse love objects. Unpublished doctoral dissertation, Northwestern University, Chicago.
Albert, N., and Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
Algesheimer, R., Dholakia, U., and Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19¬-34.
Anderson, J.C., and Gerbing, D.W. (1988). Structure Equation Modeling in Practice: A Review and Recommend Two- Step A roach. Psychological Bulletin, 103(3), 411--423.
Ball, A.D., and Tasaki, L.H. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 12(1), 155-172.
Bao, Y.C., Bao, Y.Q., and Sheng, S.B. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64(2), 220-226.
Baron, R. M., and Kenny, D. A. (1986). The Moderator Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Consideration, Journal of Personality and Social Psychology, 51, 1173-1182.
Batra, R., Lehmann, D.R., and Singh, D. (1993). Brand Equity and Advertising. Hillsdale, NJ: Lawrence Erlbaum Associates.
Batra, R., Ahuvia, A., and Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16
Bitner, M.J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54(2), 69-82.
Blackwell, R.D., Miniard, P.W., and Engel, J.F. (2001). Consumer Behavior (9th ed.). South-Western Thomas Learning, Mason, O.H.
Bolton, R.N., and Drew, J.H. (1991). A Longitudinal Analysis of the Impacts of Service Changes on Customer Attitudes. Journal of Marketing, 55(1), 1-9.
Bruce, L. A., and Abhijit, B. (2002). The effects of discount level, price consciousness, and sale proneness on consumers’ price perception and behavioral intentions. Journal of Business Research, 55(1), 575-583.
Bruhn, M., Schoenmueller, V., and Schäfer, D.B. (2012). Are social media replacing
traditional media in terms of brand equity creation? Management Research
Review, 35(9), 770-790.
Carroll, B.A., and Ahuvia, A.C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(1), 79-89.
Chan, H.Y., Boksem, M., and Smidts, A. (2018). Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates. Journal of Marketing Research, 55(4), 600-615.
Chang, K. (2000). The impact of perceived physical environments on customers’ satisfaction and return intentions. Journal of Professional Services Marketing, 21(2), 75-85.
Carrillat, F.A., Jaramillo, F., and Mulki, J. P. (2009). Examining the impact of service quality: A meta-analysis of empirical evidence. Journal of Marketing Theory and Practice, 17(2), 95-110.
Chebat, J., and Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending. Journal of Business Research, 56(3), 529-539.
Chen, C. F., and Chen, F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29¬-35.
Chiang, C.F., and Jang, S. (2006). The Effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking. Journal of Hospitality and Leisure Marketing, 15(3), 49-69.
Choi, L., Lawry, C.A., and Kim, M. (2019). Contextualizing customer organizational citizenship behaviors: The changing nature of value cocreation and customer satisfaction across service settings. Psychology & Marketing, 36(5), 455-472.
Chuang, C.F., and Jang, S.S. (2007). The Effects of Perceived Price and Brand Image on Value and Purchase Intention: Leisure Travelers' Attitudes toward Online Hotel Booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69.
Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(2), 297-334.
Cronin, J.J., and Taylor, S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
Cronin, J.J., Brady, M.K., and Hult, T.M. (2000). Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218.
DeLone, W.H., and McLean, E.R. (2003). The DeLone and McLean Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems, 19(4), 9-30. 
Devlin, S.J., and Dong, H.K. (1994). Service quality from customers’ perspective. Marketing Research, 6(1), 5-13.
Dey, B.L., Al-Karaghouli, W., Minov, S., Babu, M.M., Ayios, A., Mahammad, S.S., and Binsardi, B. (2020). The Role of Speed on Customer Satisfaction and Switching Intention: A Study of the UK Mobile Telecom Market. Information Systems Management, 37(1), 2-15.
Dirsehan, T., and Kurtuluş, S. (2018). Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry. Journal of Air Transport Management, 67(2), 85-93.
Dobni, D., and Zinkhan, G.M. (1990). In search of brand image: a foundation analysis. Advances in Consumer Research, 17(1), 110-119.
Dodds, W.B., Monroe, K.B., and Grewal, D. (1991). Effect of price, brand and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Donnelly, S., Gee, L., and Silva, E.S. (2020). UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage? Journal of Retailing and Consumer Services, 54(2), Article 102043.
Edwards, J.R., and Lambert, L.S. (2007). Methods for Integrating Moderation and Mediation: A General Analytical Framework Using Moderated Path Analysis, Psychological Methods, 12, 1-22.
Engel, J.F., Blackwell, R.D., and Miniard, P.W. (1995). Consumer Behavior (8th ed.). New York: The Dryden Press. 
Evanschitzky, H., Groening, C., Mittal, V., and Wunderlich, M. (2010). How Employer and Employee Satisfaction Affect Customer Satisfaction: An Application to Franchise Services. Journal of Service Research, 14(2), 136-148.
Ferraro, R., Bettman, J.R., and Chartrand, T.L. (2008). The power of strangers: The effect of incidental consumer brand encounters on brand choice. Journal of Consumer Research, 13(5), 729-741.
Fishbein, M., and Ajzen, I. (1975). Belief attitude intention and behavior: An introduction to theory and research. Addison Wesley Reading, MA: Addision-Wesley.
Fornell, C.R., and Larcker, F. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-51.
Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., and Bryant, B.E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(2), 7-18.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M.M., and Kitchen, P.J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89(4), 462-474.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
Garretson, A., and Clow, K. E. (1999). The Influence of Coupon Face Value on Service Quality Expectation, Risk Perceptions and Purchase Intentions in the Dental Industry. Journal of Service Marketing, 13(1), 59-70.
Gong, T., and Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries. Psychology & Marketing, 35(6), 427-442.
Guo, Y., Zhu, Y., Barnes, S.J., Bao, Y., Li, X., and Le-Nguyen, K. (2018). Understanding cross‐product purchase intention in an IT brand extension context. Psychology and Marketing, 35(6), 392-411.
Han, H., Lee, M., and Kim, W. (2018). Role of shopping quality, hedonic/utilitarian shopping experiences, trust, satisfaction and perceived barriers in triggering customer post-purchase intentions at airports. International Journal of Contemporary Hospitality Management, 30(10), 3059-3082.
Harun, A., Prybutok, G., and Prybutok, V.R. (2018). Insights into the Antecedents of Fast-Food Purchase Intention and the Relative Positioning of Quality. Quality Management Journal, 25(2), 83-100.
Hayes, A.F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-based Approach. New York: Guilford Press.
Howard, J.A., and Sheth, J.N. (1969). The theory of buyer behavior. New York: John Wiley and Sons, Inc.
Hume, M., and Mort, G.S. (2008). Satisfaction in performing arts: the role of value? European Journal of Marketing, 42(3-4), 311-326.
Islam, J.U., and Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45-59.
Ismail, A., and Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management, 16(4), 386-398.
James, L. R., and Brett, J. M. (1984). Mediators, Moderators, and Tests for Mediation. Journal of Applied Psychology, 69, 307-321.
Jeong, M., and Lambert, C. (2001). Adaptation of an information quality framework to measure customers’ behavioral intentions to use lodging web sites. Journal of Hospitality Management, 20(2), 129-146.
Kamins, M.A., and Marks, L.J. (1991). The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands. Journal of the Academy of Marketing Science, 19(3), 177-185.
Keller, K.L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(6), 1-22.
Kline, R.B. (1998). Principles and practice of structural equation modeling. New York: Guilford Press.
Kotler, P. (2003). Marketing Management (11th ed.). Prentice-Hall Inc.
Lapierre, J., Filiatrault, P., and Chebat, J.C. (1999). Value strategy rather than quality strategy : a case of business-to-business professional services. Journal of Business Research, 45, 235- 246.
Lee, J.S., and Back, K.J. (2010). Examining Antecedents and Consequences of Brand Personality in the Upper-Upscale Business Hotel Segment. Journal of Travel & Tourism Marketing, 27(2), 132-145.
Lewis, R.C., and Booms, B.H. (1983). The marketing aspects of service quality in emerging perspectives on service marketing. In Berry L., Shostack, G., and Upah, G., eds., Emerging Perspectives on Service Marketing, Chicago: American Marketing, 99-107.
Li, Y.Q., and Liu, C.H. (2019). Understanding service quality and reputation effects on purchase behavior through image: the moderating roles of service reliability. Transportation Letters, 11(10), 580-588. 
Magid, J.M., Cox, A.D., and Cox, D.S. (2006). Quantifying brand image: empirical evidence of trademark dilution. American Business Law Journal, 43(1), 1-42.
Malik, S.A., Akhtar, F., Raziq, M.M., and Ahmad, M. (2020). Measuring service quality perceptions of customers in the hotel industry of Pakistan. Total Quality Management and Business Excellence, 31(3-4), 263-278.
Molinari, L.K., Abratt, R., and Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363-373.
Monroe, K.B., and Krishnan, R. (1985). The effect of price on subjective product evaluation, Lexington Books Lexington, MA, USA.
Muller, D., Tudd, C.M., and Yzerbyt, V.Y. (2005). When Moderation is Mediated and Mediation is Moderated. Journal of Personality and Social Psychology, 89, 852-863.
Mullet, G.M., and Karson, M.J. (1985). Analysis of purchase intent scales weighted by
probability of actual purchase, Journal of Marketing Research, 22(1), 93-96.
Nandan, S. (2005). An exploration of the brand identity–brand image linkage: a communications perspective. The Journal of Brand Management, 12(4), 264-278.
Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(3), 460-469.
Oliver, R.L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(6), 418-30.
Otterbring, T., and Lu, C. (2018). Clothes, condoms, and customer satisfaction: The effect of employee mere presence on customer satisfaction depends on the shopping situation. Psychology & Marketing, 35(6), 454-462. 
Ou, W.M., Shih, C.M., Chen, C.Y., and Wang, K.C. (2011). Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study. Chinese Management Studies, 5(2), 194-206.
Palusuk, N., Koles, B., and Hasan, R. (2019). ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1-2), 97-129.
Park, C.W., Jaworski, B.J., and Maclnnis, D.J. (1986). Strategic brand concept image management. Journal of Marketing, 50(1), 135-145.
Park, C.W., Milberg, S., and Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(3), 185-193.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985). A conceptual model of service quality and its implementation for future research. Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988). Servqual: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Parasuraman, A., Zeithaml, V.A., and. Berry, L.L. (1994). Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research. Journal of Marketing, 58(1), 111- 124.
Pedeliento, G., and Kavaratzis, M. (2019). Bridging the gap between culture, identity and image: a structurationist conceptualization of place brands and place branding. Journal of Product and Brand Management, 28(3), 348-363. 
Peters, C., and Hollenbeck, C.R. (2005). A behavioural model of brand community member involvement: A conceptual framework and empirical results. Journal of Customer Behavior, 4(3), 385-424.
Petrick, J.F. (2004). Are loyal visitors desired visitors. Tourism Management, 25, 463-470.
Pitt, L.F., Watson, R.T., and Kavan, C.B., (1995). Service Quality: A Measure of Information Systems Effectiveness. MIS Quarterly, 19(2), 173-187.
Ranaweera, C., and Prabhu, J. (2003). Measurement and Analysis for Marketing. Journal of Targeting, 12(1), 82-84.
Regan, W.J. (1963). The Service Revolution. Journal of Marketing, 27(3), 57-62.
Roberts, L.M. (2005). Changing faces: Professional image construction in diverse organizational settings. Academy of Management Review, 30(4), 685-711.
Saleem, M.A., Yaseen, A., and Wasaya, A. (2018). Drivers of customer loyalty and word of mouth intentions: moderating role of interactional justice. Journal of Hospitality Marketing and Management, 27(8), 877-904.
Schenk, C.T., and Holman, R.H. (1980). A sociological approach to brand choice: the concept of situational self image. in Olson, J. (Ed.), Advances in Consumer Research, Vol. VII, Association for Consumer Research, Ann Arbor, MI, 610-614.
Schiffman, L.G., and Kanuk, L.L. (2000). Consumer Behavior (7th ed.). Prentice Hall, New Jersey.
Schmid, D.A., and Huber, F. (2019). Brand love: Emotionality and development of its elements across the relationship lifecycle. Psychology & Marketing, 36(4), 305¬-320.
Shim, J.P., Shin, Y.B., and Nottingham, L. (2002). Retailer Web Site Influence on Customer Shopping: An Exploratory Study on Key Factors of Customer Satisfaction. Journal of the Association for Information Systems, 3(1), 53-76.
Shimp, T.A., and Madden, T.J. (1988). Consumer-object relations: A conceptual framework based analogously on Sternberg’s triangular theory of love. Advances in Consumer Research, 15(1), 163-168.
Sivadas, E., and Jamie, B.P. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management, 28(2), 73-82.
Smith, P.D. (1990). Integrating related services into programs for students with service and multiple handicaps: Kentucky systems change projects. (RRIC Document Reproduction Service No. ED354679).
Spreng, R.A., Harrell G.D., and Mackoy, R.D. (1995). Service Recovery: Impact on
Satisfaction and Intentions, The Journal of Services Marketing, 9(1), 15-23.
Spreng, R.A., and Mackoy, R.D. (1996). An Empirical Examination of a Model of Perceived Service Quality and Satisfaction. Journal of Retailing, 72(2), 201-214.
Srivastava, K., and Sharma, N. (2013). Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention. Services Marketing Quarterly, 34(4), 274-291.
Sternberg, R.J. (1986). A triangular theory of love. Psychological Review, 93(2), 119¬-135.
Souiden, N., Amara, N., and Chaouali, W. (2020). Optimal image mix cues and their impacts on consumers’ purchase intention. Journal of Retailing and Consumer Services, 54(2), Article 102011.
Tsai, S.P. (2019). Love and Satisfaction Drive Persistent Stickiness: Investigating International Tourist Hotel Brands. International Journal of Tourism Research, 16(6), 565-577. 
Vigolo, V., Bonfanti, A., Sallaku, R., and Douglas, J. (2020). The effect of signage and emotions on satisfaction with the servicescape: An empirical investigation in a healthcare service setting. Psychology and Marketing, 37(3), 408-417.
Wakefield, K.L., and Blodgett, J.G. (1996). The effects of the services cape on customers’ behavioral intentions in leisure service setting. Journal of Services Marketing, 10(6), 45-61.
Wu, S.I., and Chan, H.J. (2011). Perceived service quality and self-concept influences on consumer attitude and purchase process: A comparison between physical and internet channels. Total Quality Management & Business Excellence, 22(1), 43¬-62.
Wu, S.I., and Jang, J.Y. (2014). The impact of ISO certification on consumers' purchase intention. Total Quality Management & Business Excellence, 25(3), 412-426.
Yeung, M.C.H, Lee, C.G., and Ennew, C.T. (2002). Customer Satisfaction and Profitability: A Reappraisal of the Nature of the Relationship. Journal of Targeting, 11(1), 24-33.
Zeithaml, V.A. (1988). Customer perceptions of price, quality and value: A means end model and synthesis of evidence. Journal of Marketing, 52(1), 2-22.
Zeithaml, V.A., and Kirmani, A. (1993). Advertising, perceived quality, and brand image. In Aaker, D. A., and Biel, A. L. (Eds.), Brand Equity and Advertising, Iowa City, IA: Lawrence Erlbaum Associates, Inc., 143-161.
Zeithaml, V.A., Berry, L.L., and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Zeithaml, V.A., Bitner, M.J., and Gremler, D.D. (2006). Service marketing (4th ed.). McGraw-Hill, New York.
 
網路資料：
Bigne, E., Andreu, L., Perez, C., and Ruiz, C. (2019). Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism。2019年6月25日，取自：
https://doi-org.ezproxy.lib.tku.edu.tw/10.1080/13683500.2019.1631760
China Times Marketing Knowledge Base (2019). 2019 Nielsen Global Fashion Brand Online Survey in Taiwan。2020年2月，取自：http://marketing.chinatimes.com/index.html
Gumparthi, V.P., and Patra, S. (2019). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing。2019年9月19日，取自：https://doi.org.ezproxy.lib.tku.edu.tw/10.1080/15332667.2019.1664871
Hallencreutz, J., and Parmler, J. (2019). Important drivers for customer satisfaction – from product focus to image and service quality. Total Quality Management & Business Excellence。2019年3月21日，取自：https://doi.org/10.1080/14783363.2019.1594756
Junaid, M., Hussain, K., Basit, A., and Hou, F. (2019). Nature of brand love: examining its variable effect on engagement and well-being. Journal of Brand Management。2019年11月28日，取自：https://doi.org/10.1057/s41262-019-00179-1
Wang, L., Wu, B., Pechmann, C., and Wang, Y. (2019). The performance effects of creative imitation on original products: Evidence from lab and field experiments. Strategic Management Journal。2019年9月30日，取自：
https://doi¬org.ezproxy.lib.tku.edu.tw/10.1002/smj.3094