| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === The purpose of this study is to understand what factor will let consumer support the same brand after they buy their first bicycle. This research studies about the influence to repurchase intention from brand image, perceived quality, postiveand negative e-word of mouth. This study uses SPSS statistical software to analyzd the data,and the methods are descriptive statical analysis, CFA, EFA, regression and hierarchical moderated regression. According to the statistical analysis with 237 valid samples we collected, we have the conclusion as follows: (1) Functionality brand image has significan positive effect on repurchase intention. (2) Symbolic brand image has significan positive effect on repurchase intention. (3) Perceived quality has significan positive effect on repurchase intention, and (4) Postive and Negative e-word of mouth have effect on brand image but not significan.
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