本研究旨在探討服務行為、口碑傳播、信任與購買意願的關聯，並進一步探討投資者是否透過口碑傳播及信任等中介變數，進而影響到投資者的購買意願。本研究以某私人銀行的貴賓客戶為研究對象，自2011年5月持續一個月開放網路問卷填卷，抽樣方法採便利抽樣方式進行問卷調查法，共得有效問卷179份，並透過因素分析、信度分析、敘述性統計分析、差異性分析、結構方程式模型分析(SEM)來驗證假設各研究構念的影響關係。
研究結果發現服務行為對口碑傳播有顯著正向的影響；服務行為對購買意願沒有顯著的直接影響效果；服務行為對信任有顯著正向的影響；口碑傳播對購買意願有顯著正向的影響；信任對購買意願有顯著的影響。另外，線性結構模式分析結果發現口碑行銷與信任在服務行為與購買意願之間具有完全的中介效果。

The purpose of this study is to explore the service behavior, word-of-mouth communication, trust and purchase intention associated with, and to further explore whether investors trust through fine word-of-mouth communication and other moderating variables, thereby affecting the investors' willingness to buy. In this study, the high net worth clients of a private bank for the study, since May 2011 last month, a questionnaire to fill an open network volumes, sample methods adopted questionnaires, 179 valid questionnaires were obtained, and 5 major factors to verify the impact of the research constructs the relationship which included factor analysis, reliability analysis, descriptive statistical analysis, analysis of variables (ANOVA),and structural equation modeling (SEM).
Research results indicated that service behavior has significantly positive influence on word-of-mouth communication. The service behavior has not significantly positive influence on purchase intention. The service behavior has significantly positive influence on trust. The word-of-mouth communication has significantly positive influence on purchase intention. The trust has significantly positive influence on purchase intention. Moreover, results of structural equation modeling analysis revealed that word-of-mouth communication and trust fully mediate the relationship of service behavior and purchase intention.

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