本研究欲探討低價連鎖餐飲業者，除了靠低價來吸引消費者外，是否還有其他的因素影響再購意願？因此加入了商店視覺、品牌形象及產品特性等變因，同時探討此三者對顧客再購意願的影響。以2015 臺灣連鎖年鑑所收錄之中式速食連鎖加盟店，及專家所建議之94 家加盟店中，以簡單隨機抽樣法抽出2 家連鎖餐飲店，根據研究對象採立意抽樣方式進行問卷取樣，回收有效問卷共390 份。研究結果發現：商店視覺之「商店陳列」、「內部環境」、「內部展示」及「外部環境」對品牌形象有顯著的預測力；產品特性之「安全」對品牌形象有顯著的預測力；品牌形象之「象徵性」對再購意願有顯著的預測力；產品特性之「衛生」、「健康」、「安全」及「內容物」對再購意願有顯著的預測力。其中，品牌形象為商店視覺、產品特性對再購意願關係間之中介變項，而產品特性對再購意願之預測效果最佳。

Beside the low price, this study is to discuss other possible influential factors on the revisit intention. Three factors are Store Visual Elements, Brand Image and Product Characteristics. They will also be examined in this research for the influences on customers' repurchase intention. Two chain stores were chosen by using simple random sampling method from Taiwan Chain Store Almanac 2014 and 94 franchised stores suggested by specialists. According to the subjects, Purposive Sampling method was used for questionnaire distribution. And, 390 valid questionnaires are obtained. The major findings of this study were summarized as follows. First, the store visual elements ＂product display＂, ＂internal environment＂, ＂internal display＂ and ＂external environment＂ can effectively predict brand image. Second, the ＂safety＂ element of product characteristics can also effectively predict brand image. Third, the ＂symbolical＂ element of brand image can effectively predict repurchase intention. Fourth, the product characteristic of ＂hygiene＂, ＂healthy＂, ＂safety＂ and ＂content＂ can also effectively predict repurchase intention. All of the above, the brand image is the intervening variable of store visual, product characteristics and repurchase intention. The product characteristic has the best prediction on repurchase intention.