本研究目的:探討哪些因素可以影響消費者的購買決策，分別針對產品、服務品質與顧客滿意對於消費者購買決策。
本研究以一般消費大眾為研究對象，共寄發問卷400份，回收有效問卷323份。經SPSS統計方法經因素分析、信度分析、T檢定、皮爾森相關係數、差異性分析及迴歸分析進行實證分析。
實證結果發現如下：
1. 產品價值與顧客滿意度之影響效果：產品價值的確對於顧客滿意度有顯著性正向影響，以產品快樂價值影響為最大其次獲取價值及功利價值。
2. 服務品質對顧客滿意度之影響效果:服務價值的確對於顧客滿意度有顯著性正向影響，其中以人員互動影響最大其次為政策與實體形象。
3. 顧客滿意與再購買意願:提升顧客滿意的確對於顧客再購買意願有正向影響
4. 公司促銷活動、個人預算及能力對於再購買意願與購買決策影響:公司促 銷活動、個人預算及能力的確對於再購買意願與購買決策有顯著性正向影響。
5. 顧客再購買意願與購買決策:顧客再購買意願確對於顧客購買決策有顯著性正向影響。

The purpose of this study: What factors can influence consumer purchase decisions? This study focuses on the products, service quality and customer satisfaction for the consumer purchasing decision. In this study, the general consumer public is the research object. A total of 400 questionnaires were sent, 323 valid questionnaires were returned. The SPSS statistical method was applied through the use of factor analysis, T-test, Pearson correlation, regression analysis.
The empirical findings were given below: 1. Product value and customer satisfaction effects: product value for customer satisfaction had a significant positive effect, the first greatest impact is product happiness value and the second is utilitarian value. 2. Service quality effects on customer satisfaction: service value for customer satisfaction had a significant positive effect, the greatest impact was personal interaction policy, and the second is physical. 3. Customer satisfaction and repurchase intention: to improve customer satisfaction was positive effect for the customer repurchase. 4. Company promotions, personal budgets and the ability to re-purchase intention and purchase decision-making influence: corporate promotions, personal budget and the ability to do the re-purchase intentions and purchase decisions had a significant positive effect. 5. Repurchase intention and purchase decision: customers repurchase for customer purchase decision would certainly have significant positive effect.

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