根據我國內政部生育率統計，我國生育率自2003年的10.06下降至2004年的9.56後一直維持著個位數的低迷生育率，出生率低間接影響到相關產業的發展概況，諸如嬰幼兒用品產業、私立學校產業、補教產業……等。本研究將以嬰兒手推車為研究標的，研究在如此衝擊下，消費者的購買行為是如何發展的，而企業也許能針對消費者的購買模式做策略上的調整。
嬰兒手推車的購買者與使用者是不完全相同的，Sheath 和McGoldrick (1981)指出嬰兒用品因使用者與購買者不同，可能會產生購買行為上的風險。父母們只能依據手推車外在的品牌形象、聲譽做購買前的產品判斷，因此本研究想要深入了解父母在購買嬰兒手推車時，會如何受到零售商及製造商品牌形象影響消費價值，進而促進顧客滿意度。
本研究將研究對象設定為近五年購買過嬰兒手推車者，主要以網路問卷進行調查，並將網路問卷置放於Facebook數個新手媽媽社團以及PTT媽寶版發放，共蒐集439份問卷，以問卷中的反向題篩選無效樣本，無效樣本數為55份，最終有效樣本數為384份。問卷發放期間為106年3月底至4月底截止。
本研究依據研究檢定之需要，將分析方法分為基本資料分析與線性結構模型分析，基本資料分析方式採用SPSS20.0進行分析，而線性結構模型採用AMOS21.0進行分析與檢測假設。研究結果發現：(1)零售商品牌形象對情感價值以及社會價值都不具有影響；(2)製造商品牌形象對功能價值、情感價值、社會價值皆有正向的影響，其中以情感價值影響較大；(3)功能價值、情感價值會正向影響顧客滿意度，但社會價值對顧客滿意度則不具有影響。

According to the statistics of fertility rate, Taiwan's fertility rate since 10.06 in 2003 fell to 9.56 in 2004, and then has been maintained low fertility rate. The low birth rate affect the development of related industries indirectly, such as baby product industry, private school ... and so on. This study will choose baby stroller as the research object to study how the consumer's buying behavior develops under such impact, and the firm may be able to adjust the strategy for the consumer's buying behavior. The buyers and users of baby stroller are not exactly the same, Sheath and McGoldrick (1981) also point out that because the buyers and users of baby products are not same, it may have a risk of purchasing behavior. Parents can only rely on the external brand image of the stroller, the reputation of the product to judge before buying. Therefore, this study wants to understand when parents purchasing the baby stroller, how will the retailers and manufacturers brand image affect the consumption value, thereby promoting customer satisfaction.
This study targets on the person who nearly five years has bought baby stroller, and use survey on internet to investigate. Data was collected from March 2017 to April 2017. I finally received 384 valid questionnaires. This study uses SPSS20.0 to analyze data with descriptive statistics, and use AMOS21.0 to analyze data with linear structure relation for examining the proposed hypotheses.
The results of study show: (1) Retailers brand image has no effect on emotional value and social value (2) Manufacturers brand image has a positive influence on functional, emotional and social value, and the emotional value has greater influence. (3) Functional and emotional value has a positive influence on customer satisfaction, but social value has no effect on customer satisfaction.

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