| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 103 === With the information and communication technology industry advances, the relationship between Internet and life becomes more and more closely.
Nowadays, more and more enterprises not only use official website but also use social network site to communicate with customers.
In the society with fierce competition, enterprises use social network site to be their business development strategy. They create the brand image to improve the perceived value, conformity behavior, and purchasing intention.
Through the integration of pastacademic books and related research, developing brand image, conformity behavior, perceived value, and purchasing intention of the theoretical framework.
The result indicates that：Brandimage had significant positive effect on conformity behavior, brand image had significant positive effect on perceived value,brand image had significant positive effect on purchasing intention, and perceived value had significant positive effect on purchasing intention.
As the result of this study, we know the relationship between the variables. Hope it can be a reference for enterprises to develop their business development strategy.
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