本研究以顧客價值理論為基礎，探究口碑、知覺價值如何影響消費者購買意願所建立之研究模型。研究探究金門高粱酒的品牌形象是否會影響消費者的知覺價值、金門高粱酒的品牌形象是否會影響消費者的口碑、金門高粱酒的口碑是否會影響消費者的購買意願、消費者對金門高粱酒的知覺價值是否會影響其購買意願、金門高粱酒的品牌形象是否會影響消費者購買意願。研究設計以金門地區購買高粱酒且年滿十八歲之消費者做 為研究對象，有效問卷430份，採探索性及驗證性因素分析、相關分析及結構方程式模型等來檢測量表及驗證假設。研究結果為（1)金門高粱酒知覺價值對購買意願為正向效果無顯著關係（0.12);(2)口碑對購買意願有正向直接效果影響關係（0.82);(3)知覺價值對口碑為正向直接效果影響關係（0.91)。最後本研究以結構方程式來瞭解模型中變項間之關係。

The aim of the studv is to the effect or customer value on consumer behaviors. The study sought to build a conceptual model that can explain the relationships of perceived value, word-of-mouth, and purchase intention of Kinmen Kaoliang Liquor. The study postulates that brand image of Kinmen Kaoliang Liquor influence customers’ perceived value and word-of-mouth, which consequently affect their willingness to purchase liquors. The study surveyed Kinmen’s residents who are over 18 years old, which yield 430 valid responses. The study uses both confirmatory and exploratory analyses by using structural equation modeling. The result indicates: (1) respondents’ perceived value possess non-significant positively effect to their purchase intention (0.12), (2) respondents’ word-of-mouth positively affects their purchase intention (0.82), (3) respondents’ perceived value positively affects their word-of-mouth. The study offered a holistic understanding of the relationships between the dimensions by using structural equation modeling.