本研究的目的為探討戲仿廣告與品牌形象及消費者流行生活型態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 study was to investigate the parody advertisement and brand image and consumer popular lifestyle and consumer purchase intention. Use SPSS 17.0 analysis, measured reliability, descriptive statistics and ANOVA. The results showed that the corporate image and advertising appeals and corporate image and their interaction have a significant impact on consumer purchase intention.