近幾年服務業經歷了快速發展時期，考慮到市場的全球性，競爭企業不斷尋求卓越的服務品質、顧客知覺價值和形象，以獲得顧客的忠誠。本研究主要從企業形象的角度探討其對顧客再購買意願的影響，並提出替代品吸引力、服務失誤嚴重性和服務補救，作為探討企業形象對再購買意願的干擾變項。本研究以有使用手機的顧客進行問卷調查，並藉由SPSS以信效度分析與迴歸分析進行資料檢驗與假設檢定。結果顯示，企業形象對再購買意願有正向影響，當顧客認為某企業具有良好的形象時，會使他們提高再次購買商品的意願。此外，替代品吸引力和失誤嚴重性對企業形象與再購買意願之關係有負向干擾作用。最後，本研究針對研究結果進行管理意涵的討論，並提出後續研究建議。

In recent years, the service industry has experienced a period of rapid development. Considering the global market, competitive enterprises continue to seek outstanding service quality, customer perceived value, and image, in order to obtain customer loyalty. This study mainly discusses the influence of the corporate image on the customer's repurchase intention and proposes the attractiveness of alternative, service failure severity and service recovery as a moderator variable of the influence of the corporate image on the repurchase intention. In this study, a questionnaire survey was conducted among the customers who had the mobile phone, and the data were tested by SPSS and the hypotheses were verified by regression analysis. The results show that the corporate image has a positive impact on the repurchase intention. When the customer thinks that company has a good image, it will make them more willing to buy the goods again. Besides, the attractiveness of alternative and service failure severity impact the relationship between corporate image and repurchase intention. Finally, this study discussed the managerial implications and offered suggestions for the future researchers.

目錄
第一章、緒論1
第一節、研究背景與動機1
第二節、研究目的3
第二章、文獻回顧4
第一節、企業形象4
第二節、再購買意願11
第三節、替代品吸引力15
第四節、服務失誤嚴重性16
第五節、服務補救19
第三章、研究設計26
第一節、研究架構與研究假說26
第二節、研究變數與衡量27
第三節、問卷設計與內容27
第四節、資料分析方法30
第四章、實證結果32
第一節、分析正式問卷回收樣本32
第二節、信度與效度分析34
第三節、敘述性統計36
第四節、獨立樣本T檢定39
第五節、迴歸分析42
第五章、結論與建議47
第一節、研究結果47
第二節、管理意涵48
第三節、研究限制與未來研究建議50
參考文獻53
附錄61

圖目錄
圖2-1 影響企業形象的因素	7
圖2-2 企業形象管理流程10
圖2-3 有效服務補救系統之要素	22
圖3-1 研究架構圖	27
圖4-1 替代品吸引力對企業形象與再購買意願之干擾作用影響圖	46
圖4-2 失誤嚴重性對企業形象與再購買意願之干擾作用影響圖46

表目錄
表3-1 研究變數操作型定義	27
表4-1 回收問卷彙總表	32
表4-2 基本資料之敘述性統計33
表4-3 各觀察變量之驗證性因素分析後與信效度分析36
表4-4 觀察變量之敘述性統計37
表4 5 失誤嚴重程度下對服務補救措施之獨立樣本T檢定42
表4 6 多元迴歸分析結果44

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