| Summary: | 博士 === 國立臺北科技大學 === 技術及職業教育研究所 === 102 === Although previous research has branded that consumers attraction on a variety of cues in order to attribute authenticity to identify effects, no consensus scales exist to measure the construct of brand authenticity. This research, based on the concept of brand authenticity perceive, considers the impacts relationship of brand trust, brand attitude and purchase intention between smartphone brands and their customers to construct a model. This study utilized samples along with an on line questionnaire, which were filled out by consumers while browsing the site in Ptt Web (in Taiwan). The study population was the college students in Taiwan, which 375 effective questionnaires were collected. The descriptive statistics, exploratory factor analysis, stepwise multiple regression analysis, and path analysis were used for data analysis. The Result of this study include: (1) four interrelated factors labeled including unique, candid, value consistency, and quality commitment that correspond with a higher order brand authenticity construct; (2) the brand authenticity perceive has direct impacted on the brand trust and the brand attitude; (3) the brand trust and the brand attitude were partial mediating impacted on brand authenticity perceive considers the impacts relationship of purchase intention. Moreover, it provides a scale by which business practices can evaluate the success of considered decisions designed to provide an authentic brand offering to consumers and create long-term competitive advantage
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