本研究以Nike 產品消費者為抽樣對象，從消費者之觀點，探究品牌形象與品牌信任對購買意願之關係；因此，本研究之目的為：了解Nike 產品消費者品牌形象、品牌信任與購買意願之概況；探討Nike 產品消費者品牌形象與購買意願間之關係；剖析品牌形象與品牌信任間之關係；探究品牌信任與購買意願間之關係；探索品牌信任對品牌形象與購買意願間之中介效果；分析Nike產品消費者之性別、年齡、教育程度等人口統計變數之概況。 本研究以台灣地區Nike 產品之消費者為抽樣對象，採便利抽樣法；時間於 101 年 6 月5 日至7 月15 日，共計發放問卷275 份，去除未回收問卷、無效問卷或未填答完成者， 實際可用的有效樣本共220 份，回收率達80%。 利用層級迴歸方法分析，獲得以下實證結果： (一) 品牌形象與購買意願間呈完全顯著相關。 (二) 品牌形象與品牌信任間呈部份顯著相關。 (三) 品牌信任與購買意願間呈完全顯著相關。 (四) 品牌信任對品牌形象與購買意願間呈部分中介效果。

The study takes sample from customers of Nike and bases on customers’ perspective to understand their actual demand on brand to provide the owners a reference on brand image. Thus, the study aims to explore the relationship between brand image and purchasing intention, relationship between brand image and brand trust, and whether each of brand trust and purchasing intention has any mediating effect on brand image , and then, from empirical perspective, to construct relative knowledge accordingly. The study uses convenient sampling to issue questionnaire surveys on customers that have purchased th products of Nike within the past two years. Sample were taken daily from July 15, 2011 to Aug 31, 2011. The total of surveys issued is 275. After deleting invalid and incomplete one, the valid sample is 220, which is 80% returning rate. The study applies hierarchical regression analysis and obtains results as follows: 1. Brand image has a significantly partial positive effect on purchasing intention . 2. Brand image b has a significantly partial positive effect on brand trust. 3. Brand trust has a significantly partial positive effect on purchasing intention. 4. Brand trust has a partial mediating effect on brand image and purchasing intention.