本研究以汽車產業為研究標的，探討兩岸品牌形象對購買意願影響之跨域比較。研究方式採紙本問卷發放，發放地區為中國大陸華中、華南等東南沿海城市與臺灣，兩岸各發放300份，總計600份。本文針對兩岸汽車消費者進行調查分析，以檢視兩岸汽車品牌形象對購買意願的影響及其干擾程度的差異
本文研究發現如下：一、汽車品牌形象對購買意願具顯著影響。二、台灣消費者與大陸消費者在汽車產業品牌形象對購買意願之影響程度並無顯著差異。三、兩岸差異在品牌形象對購買意願的影響存在部分調節作用，且大陸消費者相對於台灣消費者在汽車功能性方面對購買意願之影響程度較強。
上述研究結果所得之管理意涵為：兩岸汽車業者針對顧客購買意願之調查，應將品牌形象列入考量。另外，兩岸品牌形象對汽車購買意願的影響程度差異並不顯著，這與一般行銷策略的認知有所不同，而在大陸地區銷售相較台灣地區銷售著重於汽車的功能性方面更能引起消費者的購買意願。
The purpose of this study is to explore the effect of brand image to consumer pur-chase intention in car industry. We administered surveys via the questionnaire to collect data from the southeast coastal, central and south of the mainland of China and Taiwan for date collecting. Total 600 copies were received.
The results show that: (1) brand image positively affects consumer purchase inten-tion; (2) the difference of cross-strait consumer positively affects the relation of brand im-age and consumer purchase intention; (3) for symbolic and experiencial with low seeking，the effect of functional on consumer purchase intention is stronger.
The management results from the above the research are: The survey of the consum-er purchase intention for the automobile industry from Taiwan and China, quality percep-tion facet and price orientation facet, these two attributes need to be considered.
