本研究以台灣筆記型電腦使用者為母體，旨在瞭解品牌形象、認知風險、顧客滿意及品牌忠誠間的關係。研究中檢驗了顧客滿意與品牌忠誠的關係，而品牌形象對認知風險、滿意與忠誠的效果，及認知風險對滿意及忠誠的影響也一併驗證；希冀透過本研究提供實務界相關領域參考與建議。
　　本研究以網路問卷做調查，並運用統計及多變量分析進行假設檢定。資料分析方法包含敘述統計、因素分析與信度測試、典型相關分析、迴歸分析、線性結構方程式與集群分析，並於每小節末摘要分析的結果。
　　本研究的六個假設中，有四個假設獲得支持。實證結果如下：
(1) 品牌形象對認知風險有顯著負面的影響。
(2) 品牌形象對顧客滿意有顯著正面的影響。
(3) 認知風險對顧客滿意有顯著負面的影響。
(4) 顧客滿意對品牌忠誠有顯著正面的影響。
　　研究中顯示顧客滿意是影響品牌忠誠的唯一因素，不論品牌形象或認知風險，都必須透過此調和變數來影響品牌忠誠，顯見顧客滿意與品牌忠誠的正向關係在筆記型電腦產品上仍然成立。
　　本研究也發現顧客滿意受到品牌形象的影響比認知風險要大，建議筆記型電腦廠商可分配相對較多的資源在品牌形象相關的活動上；以降低消費者的認知風險，增加顧客滿意，並藉此影響品牌忠誠。

　　This study aims at investigating the relationships among brand image, perceived risk, customer satisfaction and brand loyalty of laptop users in Taiwan. The effect of satisfaction works on brand loyalty is tested. Besides, the effects of brand image and perceived risk works on satisfaction are examined, too. This research also attempts to provide beneficial suggestions and implications for marketing practitioners.
　　This study use on-line questionnaire survey to access laptop users. Statistical analyses and multivariate techniques are applied to verify the proposed hypotheses. Data analyses procedures starts from descriptive statistics of respondents, factor analysis and reliability test, canonical correlation analysis, regression analysis, structural equation modeling, and cluster analysis. Analysis results and interpretations are presented in the end of each sec-tion.
　　Significant evidences are found in four hypotheses out of six. Brand image is proved to have a significant negative impact on perceived risk, while it can increase customer’s sat-isfaction. The hypothesis of perceived risk reduces satisfaction is confirmed. In addition, satisfaction imposes positive influence on brand loyalty is supported as well.
　　Research conclusions indicate that satisfaction is the only determinant of loyalty and it mediates the effect of brand image and perceived risk on loyalty. Evidences also show that both image and risk influence satisfaction but image bears stronger intensity, which sug-gests firms should pay extra attentions on brand building than risk reduction.

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