由於國人對健康問題的重視，提升了運動風氣，也影響了運動產品相關產業的發展，運動產品相關企業一間一間的成立，但相似的產品同質性變高了，品牌成消費者重要的選擇，在競爭激烈的運動產業必須在競爭烈的全球市場中生存。如果品牌能贏得消費者的人心，品牌可以幫助公司對抗同價位及相同性質的競爭者，因此品牌對運動產品產業變成相當重要，良好的品牌也是影響消費者行為重要的因數。
本研究探討品牌知名度、購買意願與再購意願之關係:品牌信任與知覺品質之中介效果，在過去有品牌知名度的相關影響變數的研究實屬甚少，因此，本研究希望透過文獻整理與問卷調查，並針對國內大專院校的男女對象，擬探討出上述各變項間之關係。本次研究共回收有效問卷為350份。經以迴歸分析結果發現：（1）品牌知名度正向影響知覺品質；（2）品牌知名度正向影響品牌信任；（3）知覺品質正向影響品牌信任；（4） 品牌信任正向影響購買意願；（5）知覺品質正向影響購買意願；（6）購買意願正向影響再購意願；（7）知覺品質在品牌知名度與購買意願間具中介效果；（8）品牌信任在品牌知名度與購買意願間具中介效果。本研究希望所提出之具體的結論與可行性建議，供日後實務界與後續研究之具體參考。
關鍵字：品牌知名度、品牌信任、知覺品質、購買意願、再購意願

Abstract
Because of the enhancement of casual atmosphere, sports-related industries have mushroomed established. It must be strong to survive in highly competitive sports industry of global market. Due to similar and homogeneity of products are high, brand has become an important basis for the product identification. Brand is unique value system. If this brand could be deeply rooted in consumers, it might also help the company resist the competitors of same price and material. Therefore, in terms of sports industry, brand management has become an important key to success. Besides, a good brand is one of the important indicators of consumers’ behavior as well. In recent years, not only customers require the cheap price, but also need sufficient warranty because of consumers’ awareness is much higher, consumption patterns change and consumers are willing to buy products.
The purpose of this study was to investigate the relationships among brand awareness, purchase intention and repurchase intention. This study also examined the mediating roles of perceived quality and brand trust. 350 valid questionnaires were collected. After regression analysis, this study found that: （1） brand awareness affects perceived quality positively; （2） brand awareness affects brand trust positively; （3） perceived quality has a positive impact on brand trust; （4） brand trust positively affects purchase intention; （5） perceived quality affects purchase intention positively; （6） purchase intention affects repurchase intention positively; （7） perceived quality mediates the relationship between brand awareness and purchase intention, （8） brand trust mediates the relationship between brand awareness and purchase intention. The study discusses conclusions, limitation, future studies and follow-up implication of practitioners.
Key words: Brand awareness, Brand trust, Perceived quality, Purchase intention, and Repurchase intention

目　次
第壹章　緒論 1
第一節　研究背景 1
第二節　研究目的 4
第三節　研究流程 5
第貳章　文獻回顧與假說發展 6
第一節　品牌知名度 6
第二節　品牌信任 12
第三節　知覺品質 18
第四節　購買意願 22
第五節　再購買意願 26
第六節 研究假說發展 30
第參章　研究方法 37
第一節　研究架構 37
第二節　研究對象 38
第三節　樣本蒐集流程 38
第四節　研究變項的操作型定義與測量工具 39
第五節　資料分析方法 41
第肆章　研究結果與討論 52
第伍章　結論與建議 61
參考文獻 65

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