隨著現代社會中不斷進步的科技發展，網際網路的重要性更為顯著。網路發明前，企業與顧客間僅存在單向的交流，但在網路發明後，便開始了兩者雙向的互動橋梁。不僅如此，網際網路使訊息的流通與交易更加容易、更有效率，伴隨網際網路所帶來的好處，企業開始致力於線上的行銷活動，企業可透過提升網站的品牌形象與知覺品質，進而影響顧客的消費意願。
本研究採網站塑成之品牌形象與網站的知覺品質做為自變項，顧客的消費意願做為依變項，亦使用網站的知覺品質做為中介因子進行探討，利用結構方程式分析三個變項間的因果關係。期望研究結果能在學術理論上有更深入的了解，並能在實務上給予企業相關建議。
研究結果指出，網站塑成之品牌形象會直接、正向且顯著的影響網站的知覺品質，網站的知覺品質亦會直接、正向且顯著的影響顧客的消費意願，但網站塑成之品牌形象對顧客的消費意願之影響並不顯著，亦即網站的知覺品質在本研究架構中產生了完全中介之效應。

With the improvement of technology in this modern society, the internet has becoming more important. The internet makes the connections between enterprise and customers from one-way to two-way link. Moreover, internet makes information delivery and transaction more convenient and efficient. With these benefits from internet, enterprises have focused more marketing activities on the internet. Brand image and perceived quality can also be enhanced online. And these may affect customer’s purchase intention.
This study used brand image formed by website and website perceived quality as the two independent variables, and customer’s purchase intention as the dependent variable. Website perceived quality was used as mediator, too. Structural equitation modeling was applied to study the relationships among the three variables. The results of the study would be helpful in understanding their relationships theoretically and giving some suggestions for business practically.
The study found that the effect of brand image formed by website on website perceived quality is direct, positive, and with significance. The effect of website perceived quality on customer’s purchase intention is direct, positive, and with significance, too. However, the effect of brand image formed by website on customer’s purchase intention is not significant. Therefore, the effect of brand image formed by website on customer’s purchase intention is mediated through the effect of website perceived quality.

第一章 緒論
第一節 研究背景與動機
第二節 研究目的
第三節 研究步驟與流程
第四節 研究對象與範圍
第二章 文獻回顧
第一節 網際網路
第二節 飯店業與變項的關係
第三節 品牌形象
第四節 知覺品質
第五節 消費意願
第三章 研究方法
第一節 研究架構
第二節 研究假設
第三節 變項之操作型定義
第四節 研究設計
第五節 統計資料分析
第四章 資料分析與討論
第一節 前測分析
第二節 正式問卷之樣本結構與信度、效度分析
第三節 正式問卷之敘述性統計分析與討論
第四節 品牌形象、知覺品質及消費意願之相關分析
第五節 品牌形象、知覺品質及消費意願之因果模型分析與討論
第五章 結論與建議
第一節 研究結論
第二節 理論的貢獻
第三節 實務的建議
第四節 研究限制與後續研究建議

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