近年來，由於產品溝通管道不斷增加，使得目標消費族群經常接收到不同來源所發出的訊息，而且訊息的表達的方式又如此多樣，如媒體廣告、平面宣傳廣告等，要如何傳達有效的訊息，並增加說服力，讓消費者可以清楚瞭解產品的特點與屬性，進而引起消費者的購買動機；已逐漸成為行銷產品的重要課題之一。另外，消費者的購買決策過程是十分複雜且難懂的，因此在影響購買意圖中，除了消費者所具備的產品知識外，品牌也成為一個備受關注的指標；這也使得消費者在缺乏產品知識的情況之下，將會依照產品所提供的線索與自己的心理認知來進行購買行為；因此，消費者對於產品的品牌態度則在購買策上扮演相當重要的角色。
本研究母體範圍設定為台灣地區飲用鮮乳之18-55歲消費者，母體以究採用機率抽樣之群集抽樣方式於北部、中部與南部地區以網路通訊問卷調查方式來調查，共發出700份問卷，而實際回收有效問卷512份，回收率達73.1%。
本研究藉由產品內涵的屬性如消費者產品知識、品牌態度與外在的線索諸如訊息來源可信度，來分別研究其對購買意圖的影響，進而希望能更充分地瞭解對購買行為的影響因素。研究結果發現：訊息來源可信度愈高，消費者的購買意圖愈高；而消費者所擁有產品知識程度愈高時，消費者的購買意圖愈高；同時，消費者對產品的品牌態度愈高，消費者的購買意圖愈高。而消費者的購買意圖愈高，消費者的購買行為愈明顯。最後，研究發現訊息源可信度與消費者知識皆會透過品牌態度的中介作用影響消費者的購買意圖，可知品牌態度實為影響消費者購買意圖的一項重要因素。

In recent years, due to the constantly increasing channels of communication, focused consumers are receiving more and more information sent out by diverse sources with multiple ways of expression, such as advertising and printed media. How to transmit effective information to consumers with strong persuasion to make them understand the feature of the product to give rise to purchase motivation has become one of the key issues in marketing. The process of buying can be complicated and hard to understand. Among those factors affecting purchase intention, except for the basic knowledge consumers have for products, branding has become an indicator which is getting more and more attention. It’s one reason that with insufficient knowledge of products, consumers tend to reply on information provided by products or their own cognition in buying. Therefore, the attitude consumers have toward branding plays a relatively important role in willing in buying.
Parameter settings of this study are milk-drinking consumers in Taiwan aged between 18 to 55 years old. Probability sampling of parameter was taken by cluster sampling in areas of north, central and south of Taiwan through internet communication. 700 questionnaires were sent out and 512 of them were recovered with a 73.1% of recovery rate.
This study makes use of properties of products such as knowledge of products, consumer’s brand attitude toward products, and the source credibility of the outer clues to explore the influence they have for purchase intention. The results proved that the higher the source credibility shows, the higher purchase intention gets; also, the better knowledge consumers have toward products, the high and clear purchase intention appears in purchase behavior. Meanwhile, the more brand attitude toward products consumers have, the better intention in buying becomes, as well as the willing in buying. We also found that the source credibility and consumer knowledge will both mediate the purchase intention through the brand attitude they have. Therefore, we know that the brand attitude is one of the key factors that influence the purchase intention of consumers.

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