隨著時代的改變，台灣多家大型金融公司持續做業務上與區域上的整併，銀行、保險及證券三大行業同時整合成一個規模龐大的服務金融體系，而金融公司管理者除重視營收與獲利外，也開始注意公司的品牌形象及公司在業界中的排名。
本研究之主旨為消費者的觀點去探討金融產業裡，公司的品牌形象與消費者的購買意願之間的關聯性，並以知覺風險作為研究的中介變數，以提供金融業管理決策之參考，本研究採用配額抽樣在北中南地區發放問卷，共計發放300份，得有效問卷231 份，有效回收率77%，運用敘述性統計、信度分析、效度分析、相關分析及迴歸分析等統計方法。
研究如下結果：
一、以購買意願為準則，將市場區隔出3組。
二、購買意願的3組集群在品牌形象與知覺風險構面上，具有顯著差異性。
三、品牌形象、知覺風險、購買意願三者，皆具有相關且顯著的影響，並實證出知覺風險為品牌形象與購買意願的中介變數。
本研究建議業者除針對公司本身形象與條件，去強化消費者對品牌形象的認同感外，更應針對消費者的知覺風險感受，作出提升與改進，加強影響其購買意願結果。公司也可透過各種行銷管道，來包裝與傳遞訊息，達到宣傳品牌形象，企業形象策略的制定與執行是值得金融公司重視與推動。

With the changing times, many large financial firms in Taiwan continued to integration of the region and on the whole. Banking, insurance and securities sectors integration of services into a financial system and its managers emphasis on revenue and profits, but also began to pay attention to the brand of the company and the company in the industry rankings.
The purpose of this study was to explore the views of consumers in the financial industry, the relation about company's brand and consumer purchase intention, and the moderating role of perceived risk .In order to provide a reference for financial management, this study used quota sampling questionnaires in region. It is based on survey results derived from 300 consumers ,with a total of 231 copies questionnaires, the effective recovery rate of 77% .Factor analysis, descriptive statistics, reliability analysis, validity analysis, correlation analysis, regression analysis, and other statistical methods are employed to acquire the study results as follows:
First, to cluster analysis of purchase intention as the criterion, the market segmentation of the three groups.
Second, brand and Perceived risk show a significant and positive effect on purchase intention .
Third, brand , perceived risk, and purchase intention , which were obtained with the relevant and significant and positive impact on them. Brand shows a significant and positive effect on purchase intention .Brand and perceived risk show a significant and positive effect on purchase intention. Brand shows a significant and positive effect on perceived risk . Perceived risk shows a significant and positive effect on purchase intention .The moderating role of perceived risk has be supported on this study.
This study suggests that industry strengthen consumers' brand identity except for the brand of the company itself and the conditions , but also to be perceived risk for consumers feeling, making upgrading and improvements to enhance the results affect their purchase intention. Companies can package and deliver messages about brand in a variety of marketing channels. Brand strategy formulation and implementation of financial companies are worth to pay attention and promotion.

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