本研究以品牌形象、品牌偏好、產品品質、購買意願及服務品質為干擾變數為目的。本研究藉由Google網路問卷發放在各個社交平台上並以便利抽樣方式收集364份問卷皆為有效樣本。透過因素分析、變異數分析和回歸分析進行數據分析。結果顯示品牌形象與品牌偏好有正向關係，而品牌偏好可做為一個自變數正面影響產品品質。此外，產品品質也可成為品牌偏好於購買意願之間的媒介。最後，服務品質之干擾變數可以加強品牌偏好於購買意願之間的影響。再者，之前的研究絕大部分並未全面性整合品牌偏好與產品品質的因果分析，居多研究顯示品牌偏好為因素進而影響產品品質為結果。在此研究驗證了產品品勢可以成為一個因素進而影響品牌偏好。 This research aims to identify the consumers' intention to purchase in the coffee shops industry by measuring brand image, brand preference, product quality, and purchase intention with mediation and moderation effect. Online Google questionnaire sent through the social media platform to collect data for this study, a convenience sampling method was used. 364 questionnaires were collected back, and all the questionnaires were valid. Then, factor analysis and regression analysis were used to test the hypotheses, mediating effect, and moderating effect. The results showed that all the hypotheses were supported. Brand image and brand preference have a positive relationship with each other. Brand Preference mediates the relationship between product quality and purchase intention. Additionally, service quality moderates the relationship between brand preference and purchase intention as well. Last but not least, there was a lack of studies based on the relationship of product quality as an independent variable (cause) and brand preference as a dependent variable (result). Hence, this study has filled in the gap between this relationship.
