本研究主要在探討品牌形象、品牌信任與網路口碑之間的關聯性，以線上遊戲「魔獸世界」的玩家作為研究樣本，共計回收527份線上問卷，其中有效問卷為317份。本研究透過線性結構化方程式模型，將品牌形象對品牌信任與網路口碑的影響進行實證分析，研究結果發現品牌形象對網路口碑之影響中，品牌信任具部分中介效果。同時經由調節效果分析可得知，不管受測玩家為高資歷或低資歷，皆對於品牌形象對網路口碑、品牌信任對網路口碑有正向影響，而高資歷玩家在品牌信任影響網路口碑的關聯效果上，明顯強於低資歷玩家。 This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. We choose the players of "World of Warcraft" as the sample in this study. 527 questionnaires were received and 317 replies were valid. By manipulating structural equation modeling（SEM）, the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth.
