品牌名稱是產品的重要元素之一，它在消費者心中建立了特定的形象和聯想。一個好的品牌名稱可以幫助消費者快速辨識和記憶產品，增加品牌忠誠度和購買意願。 過去研究發現，具有暗示性的品牌名稱能夠提高消費者對產品的認知和記憶，進而影響其對產品的購買意願。
本研究旨在探討暗示性品牌名稱及功能屬性對消費者知覺品質與購買意願的影響，具暗示性的品牌名稱及是否能為消費者帶來正向的聯想，進而提升其知覺品質及購買意願；以及其功能屬性的一致性是否對知覺品質及購買意願都有正向影響。透過實驗設計，以線上問卷方式發放A、B兩份問卷，共回收270份有效問卷。進行敘述性統計、因素分析、信度、效度分析、成對樣本T檢定，以中介迴歸分析驗證假說。研究發現，暗示性品牌名稱顯著且正向影響知覺品質，而知覺品質在暗示性品牌與購買意願之間具有部分中介效果。此外，暗示性品牌名稱對購買意願有正向顯著的影響，即使其暗示性訊息與產品實際功能屬性不一致，消費者的知覺品質評價仍會受到暗示性品牌的引導，顯著提高消費者的購買意願，且優於非暗示性品牌名稱。最後提出實務意涵、限制與未來研究方向，研究成果不僅擴展了對品牌名稱效應的理解，也為品牌行銷實務提供了實用建議。

This study investigates the impact of brand names on perceived quality and purchase intention among consumers, focusing on the role of suggestive brand names in shaping consumer perceptions. As branding becomes increasingly vital in competitive markets, understanding how brand names influence consumer decision-making is essential for businesses aiming to enhance their market presence. The research employs a quantitative approach, utilizing a structured questionnaire to collect data from 270 valid responses primarily from consumers in Taiwan. The study's framework is grounded in existing literature on branding and consumer psychology, exploring the nuances of suggestive versus non-suggestive brand names and their implications for marketing strategies.
The findings reveal that suggestive brand names significantly enhance perceived quality and purchase intention compared to non-suggestive names. This effect is particularly pronounced in products where the brand name aligns with the product's functional attributes. The study also highlights the mediating role of perceived quality in the relationship between brand names and purchase intention, suggesting that consumers are more likely to purchase products with suggestive brand names due to their higher perceived quality. Overall, the research provides valuable insights for marketers and brand managers, emphasizing the importance of carefully selecting brand names that resonate with target audiences and align with product attributes to maximize consumer engagement and sales.

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