本研究利用Erdem和Swait信號理論之品牌可靠度影響購買意願為模型，以化粧品 GMP認證知曉程度和認知品質為中介變數，來探討消費者認知品質和品牌信譽對購買意願的影響。
使用一個自填問卷調查法，問卷回收434份，這項研究結果顯示認識化粧品 GMP認證知曉程度、認知品質和品牌可靠度，在現有的環境預測購買意願。這些研究結果可延伸對了解符合變數和強度的影響之間的關係。

Drawing from signaling theory, this study utilizes Erdem and Swait’s (1998) framework of brand credibility effects purchase intention with variables of awareness of cosmetic GMP and the potential factors of the mediators, perceived quality and brand credibility that influence consumers’ purchase intention.
Using an self-administered survey (N = 434), the results of this research demonstrates a new relationship between awareness of cosmetic GMP certification, perceived quality and brand credibility in predicting purchase intention in the existing environment. These results extend research in understanding the relationship between the fit variables and the strength of their effects.

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