本研究發現過去探討再購再購意願之因素的前因變數不多，本研究主要針對顧客公司認同、企業形象與顧客投入等變數探討其對於再購意願的影響，以顧客投入作為中介變數，在選擇實證樣本時，以一年內曾經在星巴克消費的顧客為研究對象。
本研究共收回有效問卷共138份，利用迴歸分析，研究結果分述如下：(1)顧客投入正向影響再購意願；(2) 顧客公司認同對顧客投入具有正向影響 ；(3)顧客公司認同對顧客投入具有正向影響；(4)企業形象對顧客投入具有正向的影響 ；(5) 企業形象對顧客公司認同具有正向的影響; (6) 企業形象透過顧客投入影響再購意願； (7) 顧客公司認同透過顧客投入影響再購意願，顧客投入在顧客公司認同、企業形象與再購意願之間具部份中介效果。根據研究結果，本研究提出相關建議。

In the past, few studies have examined antecedents about identification of repurchase intention. This study focuses on the influence of customer company identification, corporate image and customer engagement on the repurchase intention, with customer engagement as a mediator variable. When choosing an empirical sample, the customers who used to spend in Starbucks within a year were selected.
A total of 138 valid questionnaires were retrieved in this study. Using regression analysis, the results are as follows: (1) Customer engagement positively affects repurchase intention; (2) Customer-company identification positively impacts on customer engagement; (3) Corporate image positively impacts on customer engagement; (4) The corporate image has a positive impact on customer company identity; (5) Corporate image and customer-company identification influences repurchase intention through customer engagement. Based on the research results, this study proposes relevant recommendations to firms.

中文摘要 ----------------------------------------------- i
英文摘要 ----------------------------------------------- ii
誌謝 ----------------------------------------------- iii
目錄 ----------------------------------------------- v
表目錄 ----------------------------------------------- vi
圖目錄 ----------------------------------------------- vii
目錄 ----------------------------------------------- 1
第一章 緒論------------------------------------------- 1
第一節 研究背景------------------------------------ 2

第二節 研究動機------------------------------------ 3
第三節 研究目的------------------------------------ 5
第四節 研究流程------------------------------------ 6
第二章 文獻探討-------------------------------------- 7
第一節 再購意願------------------------------------ 7
第二節 顧客投入------------------------------------ 9
第三節 顧客-公司認同------------------------------ 12
第四節 企業形象------------------------------------ 17
第三章 研究方法-------------------------------------- 22

第一節 研究架構------------------------------------ 22
第二節 研究變項操作型定義與衡量方式------------ 23
第三節 問卷設計------------------------------------ 26
第四節 研究方法------------------------------------ 27
第四章 研究分析與結果------------------------------- 28
第一節 敘述性統計分析----------------------------- 28
第二節 信度分析------------------------------------ 29
第三節 各變數間之相關係數分析-------------------- 33
第四節 差異性分析--------------------------------- 34
第五節 中介效果之驗證----------------------------- 36
第五節 假設結果檢定------------------------------- 38
第五章 結論與建議------------------------------------ 39
第一節 研究結論------------------------------------ 39
第二節 研究理論貢獻與實務管理意涵--------------- 41
第三節 研究限制與建議----------------------------- 45
參考文獻 ----------------------------------------------- 47
一、中文部分 ----------------------------------------------- 47
二、英文部分 ----------------------------------------------- 53
附錄 ----------------------------------------------- 63

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