本研究主要目的是探討知覺價值、品牌形象、信任與購買意願的關聯性，選擇台南地區消費大眾為為研究對象，並透過問卷調查法進行研討。本研究採用判斷抽樣法來蒐集研究樣本，共回收260份問卷，剔除填答不完整的9份無效問卷，共得251份有效問卷，問卷回收率為86.67%。

本研究以SPSS 17.0統計分析軟體為資料分析工具，採取的統計分析方法包括敘述性統計、信度分析、效度分析、獨立樣本t檢定、單因子變異數分析以及迴歸分析。

歸納本研究各項統計分析結果，主要研究結果如下所示：
(一) 知覺價值對信任有顯著的正向影響。
(二) 品牌形象對信任有顯著的正向影響。
(三) 知覺價值對購買意願有顯著的正向影響。
(四) 品牌形象對購買意願有顯著的正向影響。
(五) 信任對購買意願有顯著的正向影響。
(六) 知覺價值透過信任的中介影響，對購買意願有顯著的正向影響。
(七) 品牌形象透過信任的中介影響，對購買意願有顯著的正向影響。
(八) 台南地區消費者人口統計變數的不同對知覺價值、品牌形象、信任與購買意願有顯著差異。

The purposes of this study were to explore the relationships among the perceived value, brand image, trust and purchase intention. We used judgment sampling on the customers of Tainan city to obtain the research subjects. Three hundred questionnaires were distributed and 260 questionnaires were returned, but nine questionnaires were incomplete. Therefore, 251 questionnaires were valid and rate was 86.67%.

This study applies SPSS 17.0 to analysis research data. The descriptive statistics, reliability analysis, validity analysis, independent-samples t-test, one way analysis of variance（ANOVA）analysis and regression analysis were analyzed. The main results were described as follow:
1.Perceived value had a significantly positive influence on trust.
2.Brand image had a significantly positive influence on trust.
3.Perceived value had a significantly positive influence on purchase intention.
4.Brand image had a significantly positive influence on purchase intention.
5.Trust had a significantly positive influence on purchase intention.
6.The results indicated that trust was as mediator between perceived value and purchase intention. Meanwhile, we also found that trust was as mediator between brand image and purchase intention.
7.There were significant difference among perceived value, brand image, trust and purchase intention on background characteristics.

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