| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 101 === The iPad has made a comeback since the Apple Inc. released it in January, 2010. This subverts the way consumers use electronic products. The upsurge of the public frenzy has made swarms of international companies enter the market of tablet PC. Among a diversity of brands, how do consumers choose a product which can literally meet their needs? Can a product with high brand awareness be truly trusted by consum-ers and further boost their purchase intention?This study discussed the influence of brand awareness on Tablet PC purchase intention and the mediating effect of perceived risk on brand awareness and purchase intension. Besides, the research discussed the moderating effect of product knowledge between brand awareness and perceived risk.
The participants of the study are all Internet users, and the research samples were collected through online survey questionnaire. Of all questionnaires mailed，357 re-sponses were received，32 unusable responses were dropped from the analysis；hence，the final usable responses were 325．Descriptive statistics, reliability analysis, factor analysis, Pearson correlation analysis, and hierarchical regression analysis were applied to analyze the data.The findings of this results are that：
1. Brand awareness has significant and positive effects on purchase intention.
2. Brand awareness has significant but negative effects on perceived risk.
3.Perceived risk has significant but negative effects on purchase intention.
4.The mediating effect of perceived risk on brand awareness and purchase inten-sion is supported.
5.Product knowledge has moderating effect between brand awareness and per-ceived risk.
Finally, some suggestions according to the empirical result of this study were discussed.
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