本研究旨在探討購買A公司電熱產品之公司對A公司之產品知識、服務品質、企業形象及購買意願之現況及其關聯性。首先以產品知識來探討其與購買意願之關係，是否會因產品知識愈高，則消費者之購買意願愈高。其次探討服務品質與購買意願之關係，消費者是否會因服務品質之良窳，而影響購買意願。再次探討企業形象與購買意願之關係，消費者是否會因企業形象之良窳，而影響購買意願，最後則探討產品知識與服務品質是否會因企業形象，而影響產品之購買意願。
本研究採用問卷調查法，有效樣本共計133份，根據統計分析之研究結果發現不同區域位置之公司對於產品知識、服務品質、企業形象與購買意願並無差異，而不同經營型態之公司對於企業形象之重視度有所差異，顯示買賣業之公司最在意企業形象。
研究發現產品知識、服務品質、企業形象皆與購買意願成顯著正向關係，表示消費者所擁有的產品知識愈高、感受之服務品質愈佳、建立之企業形象愈佳，則消費者之購買意願愈高。研究亦發現當產品知識愈高，或服務品質愈好，則購買意願愈強，但不會因企業形象之良窳而改變其購買意願，顯示企業形象在產品知識、服務品質與購買意願之間並不存在干擾效果。

This study is to investigate the current status and the relationship among product knowledge, service quality, corporate image, and purchase intention for company A''s electric heated products. First, product knowledge is used to explore its relationship with purchase intention. Whether it will be due to higher product knowledge will increase consumers'' willingness to purchase. Secondly, we discuss the relationship between service quality and purchase intention, whether better service quality delivers more willingness to purchase. Thirdly, we discuss the relationship between corporate image and purchase intention, whether consumers will affect purchase intention due to the good image of the company. Finally, we discuss whether the product knowledge and service quality will affect the product purchase intention because of the corporate image.
There are 133 companies selected as the sample is used in the questionnaire survey for the research. Base on the statistical analysis of the research results, we find that there is no difference in product knowledge, service quality, corporate image, and purchase intention when companies located in different areas. However, companies with different operating types are differences on corporate image, indicating that companies in the buying and selling industry is most attention about corporate image.
This study shows that product knowledge, service quality, and corporate image are all positively related to purchase intention. It means that the consumer has higher the product knowledge, better quality of the service, better corporate image established, and the consumer''s willingness higher to buy. This study also shows that the higher knowledge of the product or better quality of the service, the willingness is higher to buy. But it will not change its willingness to buy due to the good image of the company, indicating that the corporate image is no significant moderating effects on the relationship between the product knowledge, service quality and purchase intention.

摘要 I
ABSTRACT II
謝辭 III
目錄 IV
圖表目錄 VI
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 研究流程 6
第二章 理論基礎與文獻探討 8
第一節 製造業－電熱產品之簡述 8
第二節 產品知識與購買意願之關係 10
第三節 服務品質與購買意願之關係 14
第四節 企業形象與購買意願之關係 20
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 25
第三節 研究變項之操作性定義與衡量 30
第四節 研究方法 34
第五節 研究範圍與資料來源 36
第六節 預試問卷資料分析 37
第四章 實證結果分析 48
第一節 基本資料分析 48
第二節 敘述統計分析與變異數分析 50
第三節 產品知識、服務品質、企業形象與購買意願之關係 52
第五章 結論與建議 54
第一節 研究結論 54
第二節 研究限制與建議 55
參考文獻 56
附錄一 預試問卷 69
附錄二 正式問卷 72

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