本研究的目的為探討不同的企業形象、廣告訴求與消費者屬性的組合對於消費者購買意願影響為何。根據SPSS 17.0分析，分別測出信度、描述性統計及ANOVA檢定，結果顯示，企業形象與廣告訴求及企業形象與消費者屬性之交互作用下分別對於消費者購買意願有顯著的影響。

The purpose of this research is to explore the effect of corporate image, advertising appeal, and consumer attribute on consumer purchase intention. According to the SPSS 17.0, we test the reliability, descriptive statistics and ANOVA test. The result showed that the interaction of corporate image and advertising appeals, corporate image and consumer attributes have a significant impact on consumer purchase intention.