二、其公司之企業形象會明顯地影響到一般大眾的購買意願，而企業形象透過信任度影響購買意願的間接效果卻只略大於企業形象影響購買意願的直接效果，這表示信任度的中介效果似乎沒有很顯著，但從實證結果得知，企業形象和信任度確實對購買意願具有相當的影響力，只是影響的程度不同。 The ET Home Shopping’s annual sales volume already been up to 21.3 billion NT dollars in 2004. In short more than five years, creating to be so high turnover must have competitive advantage stronger than TV shopping industry in the past. Comparing with USA ,Japan and Korea, the TV shopping industry in Taiwan still belongs to the development stage at present. People’s tereotype of the TV shopping still has some senses of insecurity. This research uses Eastern Home Shopping as the background and measures the effect of corporate image on trust and purchase intention.The following are two important conclusion of this research:
（1）Every mean of the questionnaire seems, no matter bought the products, the majority is to hold positive attitudes toward corporate image and trust.Only those who are holding more negative attitudes toward the product’s price, popularity or quality will reduce people''s trust and purchase intention.
（2）The corporate image will influence people''s purchase intention obviously. The trust is not obvious intervening on effect ,but the real example result learns that orporate image and trust really have strong influence on purchase intention.
