本研究主要是探討顧客形象、商品形象與顧客滿意度之影響，並且納入人口變數當作控制變數，進一步探討顧客形象、商品形象對顧客滿意度的影響關係。本研究有以下的結論：
一、對購買豪宅的消費者本身而言，他們很在意自我的形象與要求；並且當他們在購買商品的時候，相對的在商品形象的部分也是很在意。當他們對自我形象和商品形象給予很高的評價的時候，對購買該產品能得到不錯的顧客滿意度。當消費者對於自我的評價不高，並且在商品形象上也無法給予較高的肯定，此時消費者可能因為顧客形象低與商品形象低的影響，則對顧客滿意度相對的感受較低，這個族群的客層推測是比較具有挑剔心態。
二、在性別差異上，男性消費者比女性更在意顧客形象與商品形象；而在顧客滿意度方面，女性似乎比男性較容易擁有不錯的顧客滿意度。除此之外，學歷、家庭型態、家庭平均月收入等有顯著的差異關係。消費者的學歷是大學或研究所以上的消費者，擁有較高的顧客滿意度；薪資在10-15萬元的消費者，其對於顧客滿意度是比其他薪資的人要高。

The main topic of this research is to discuss the influence of customer image, commodity image, and customer satisfaction. It also involves the population change as controllable change, then discuss the influence between trust relationship and customer satisfaction.. After statistics analysis, we have discovered as below :
1. To who purchase luxury property, they are very care self image and standard.When they purchase commodity, they also care about commodity image as well.As they have good reputation to self image and commodity image, to purchase this product have high evaluation to customer satisfaction. When consumers of self evaluation are not high, it could not have positive to put commodity image for higher position. While consumers have influence of low customer satisfaction and commodity image, this group of customers are belonging who have critical attitude .
2. At gender discrepancy, male consumers are more concern about customer satisfaction and commodity image than female consumers. While customer satisfaction, female are more satisfied than male. Beside this, education, family style, family monthly income have obvious discrepancy. It shows consumers education are university, graduate or above who have higher customer satisfaction. The consumers salary at NT100,000-150,000/M are also have higher customer satisfaction than others.

中文摘要　．．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．． vi
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與動機．．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．．．． 2
第二章　　文獻探討．．．．．．．．．．．．．．．．．． 4
　　第一節　　建築業之豪宅分析．．．．．．．．．．．． 4
　　第二節　　形象與定位．．．．．．．．．．．．．．． 8
　　第三節　　一致性的意義．．．．．．．．．．．．．． 25
　　第四節　　顧客滿意度．．．．．．．．．．．．．．． 26
第三章　　研究設計．．．．．．．．．．．．．．．．．． 35
　　第一節　　研究架構．．．．．．．．．．．．．．．． 35
　　第二節　　變數之概念性定義．．．．．．．．．．．． 36
　　第三節　　問卷設計與結構．．．．．．．．．．．．． 37
　　第四節　　研究母體與抽樣設計．．．．．．．．．．． 41
　　第五節　　統計分析方法．．．．．．．．．．．．．． 41
第四章　　研究結果與分析．．．．．．．．．．．．．．． 45
　　第一節　　描述性統計分析．．．．．．．．．．．．． 45
　　第二節　　問卷效度分析．．．．．．．．．．．．．． 48
　　第三節　　信度分析．．．．．．．．．．．．．．．． 54
　　第四節　　相關分析．．．．．．．．．．．．．．．． 54
　　第五節　　人口變數的t檢定與單因子變異數分析．．． 57
　　第六節　　交互作用迴歸分析．．．．．．．．．．．． 60
第五章 　結論與建議．．．．．．．．．．．．．．．．．． 62
第一節　　結論．．．．．．．．．．．．．．．．．． 62
第二節　　研究建議．．．．．．．．．．．．．．．． 64
第三節　　研究限制．．．．．．．．．．．．．．．． 65
參考文獻 ．．．．．．．．．．．．．．．．．．．．．．． 66
附錄A 問卷．．．．．．．．．．．．．．．．．．．． 82

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