研究過程中透過SPSS統計工具，採用信效度分析，其中信度包括Cronbach’s α，而效度方面包含KMO值，Bartlett χ2的統計顯著性意義，特徵值 (Eigenvalue)，構面總解釋變量 (Eumulative Explained %)。因素分析方面，同時本研究亦採用Podsakoff 與 Organ, (1986) 所建議的Harman單因子測試法(One-factor test)來檢定CMV(Common method bias )中提及的同源偏差(Single source bias)。基於此依效度分析，本研究亦建議進行敘述性相關(Correlations)分析，其中包括平均數、標準差、相關係數及構面共線性(Collinearity)之分析。最後，進行迴歸分析，並以 Baron 與 Kenny (1986) 所建立的結構方程式交互模型(SEM)。以瞭解各自變數之影響大小。採用信度分析來驗證自變數中的專業維修服務與品牌形象對品牌認同之影響。 本研究發現（含消費者購買意願為控制變數）：
Cell phone industry has become a new trend nowadays. In such a highly competitive market, how to increase consumers’ brand recognition by professional maintenance services, brand image, together with the interplay of both, when the consumers are under purchase intention control, is essential. This quantitative research is thus conducted. Subjects include randomly selected cell phone outlets in Southern Taiwan. A total of 500 questionnaires were distributed, 420 of which were complete and usable, resulting in a net response rate of 84%. Based on factor analysis and inspecting data provided, the Likert five-point scale was applied to discuss the reliability and validity of the study.
SPSS software was used, and the reliability and validity analysis was applied as well during the research process. Reliability includes Cronbach’s α; as to validity, KMO value, Bartlett χ2, Eigenvalue, Eumulative Explained %, and factor analysis. At the same time, Harman’s one-factor test (Podsakoff & Organ, 1986) was also applied to examine the single source bias from CMV (common method variance). Based on validity analysis, this research also suggests applying correlations analysis, including median, standard deviation, related coefficient, and collinearity analysis. At last came regression analysis, and the exchange model in SEM (Structure Equation Modeling) established by Baron and Kenny in 1986. Reliability analysis was applied to examine the variance—the effects professional maintenance services has on brand recognition. The results rendered were:
I. Major influences: professional maintenance services is proportional to brand recognition; so is brand image to the latter.
II. Mutual influences: the interplay of professional maintenance services and brand image is proportional to brand recognition as well.
By making consumers’ purchase intention a controlled variable, this study tries to understand how professional maintenance services, brand image and the interplay of both influence the current cell phone market. The sellers are encouraged to work on these variables. By doing so, together with professional maintenance services, sellers not only build up consumers’ faith on the products, but also promote brand loyalty and brand image accordingly.
Key-words: professional maintenance services, brand image, brand recognition, willingness to buy