臺灣博碩士論文加值系統

價格促銷被視為是一有效的短期銷售誘因工具，可以刺激消費者的購買慾望，但有學者的研究顯示過大的價格促銷反而會降低消費者的知覺品質，進而影響消費者的購買意願，而廠商的品牌形象則被認為有正面影響消費者知覺品質與知覺價值的效果。本研究則希望驗證合理的價格折扣與廠商的品牌形象是否會對消費者的知覺品質、知覺價值具有上述影響，以及驗證消費者知覺價值與知覺品質對購買意願的影響，因此本研究的目的如下所述：
1.探討價格折扣的有無是否會影響到消費者對購買產品時的知覺品質與知覺價值。
2.探討品牌形象的高低否會影響到消費者對購買產品時的知覺品質與知覺價值。
3.探討價格折扣的有無與品牌形象的高低之間的交互作用是否會對消費者購買產品時的知
覺品質與知覺價值產生不同的影響。
4.消費者知覺品質是否會正向影響其知覺價值。
5.消費者購買產品時的知覺品質與知覺價值是否會影響其購買意願。
本研究以實驗設計之方式，進行2×2因子之組間實驗設計，分為價格（有價格折扣、無價格折扣）因子與品牌（高品牌形象、低品牌形象）因子。以北部大學生（含研究生）為實驗對象，產品則針對筆記型電腦進行研究，以統計軟體SPSS透過T檢定、信度檢定、變異數分析、迴歸分析等方法進行分析，經由分析實驗所得結果，本研究獲得以下結論：
1.品牌形象對消費者知覺品質有正向影響。
2.品牌形象對消費者知覺價值有正向影響。
3.有價格折扣比無價格折扣使消費者感受到較高的知覺價值。
4.消費者知覺品質與消費者知覺價值呈現正向影響。
5.消費者知覺品質與知覺價值對消費者之購買意願呈現正向關係。
6.不論有無價格折扣，消費者對高品牌形象的產品知覺品質高於低品牌形象的產品。

Sales promotion is usually a short-term selling cause tool; it stimulates the consumer’s purchase intention. But the academic researches represent that more price discount will reduce the consumer’s perceived quality and have effect on the consumer’s purchase intention. The brand image of the manufacturer has been assumed as a positive effect on consumer’s perceived quality and perceived value.
This research would like to identify that reasonable price discount and brand image will affect the consumer’s perceived quality and perceived value; also ties to identify how the consumer’s perceived quality and perceived value affect the consumer’s purchase intention. The main purposes are as followed:
1. Discuss whether there is a price discount or not will affect the
consumer’s perceived quality and perceived value when purchasing products.
2. Discuss how the brand image affect the consumer’s perceived quality and
perceived value when purchasing products.
3. Discuss the main interactive effects, the ways of price discount promotion
(no discount/discount)、brand image(low/high) will affect the consumer''s
perceived quality and perceived value when purchasing products.
4. Will the consumer’s perceived quality have positive effect on the
consumer’s perceived value.
5. Will the consumer’s perceived quality and perceived value affect the
purchase intention.
According to T-test、MANOVA analysis and Regression analysis, we have some findings as follows:
1. Brand image has positive effect on the consumer’s perceived quality.
2. Brand image has positive effect on the consumer’s perceived value.
3. Consumers will feel higher perceived value when there is a price discount.
4. Consumer’s perceived quality have a positive relation with the consumer’s
perceived value.
5. Consumer’s perceived quality and consumer’s perceived value have a
positive relation with the consumer’s purchase intention.
6. The brand image have a positive effect on the consumer’s perceived quality
no matter there is a price discount or not.

目錄
第一章

一、中文部分：
1.方世榮譯（1995），Philip Kotler著，行銷管理學，東華書局。
2.吳明隆（2000），SPSS統計應用實務，松崗電腦圖書公司。
3.李秉倫（2000），「折扣深度、產品屬性與促銷情境對品牌評價與購買意願影響之研究」，銘傳大學管理科學研究所碩士論文。
4.周文賢（1999），行銷管理－市場分析與策略預測，台北：智勝文化。
5.周欣穎（2004），「贈品促銷形式對消費者知覺價值及購買意願影響之研究」，交通大學經營管理研究所碩士論文。
6.施宗旻（2004），「促銷工具、產品涉入及消費者衝動特質對消費者衝動性的影響」，東吳大學商學院企業管理學系碩士論文。
7.夏心華（1998），「促銷活動與產品涉入對品牌權益影響之研究」，東吳大學企業管理所碩士論文。
8.陳建翰（2003），「產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討」，東華大學企業管理學系碩士論文。
9.陳姵文（2005），「不同促銷方式對消費者知覺價值與購買意願之影響-以旅遊產業為例」，交通大學管理科學系碩士論文。
10.黃志文（1993），行銷管理，華泰書局。
11.黃俊英（2000），多變量分析，中國經濟企業研究所。
12.黃俊英（2001），行銷學的世界，台北：天下文化。
13.黃家蔚（2004），「促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響」，成奶j學企業管理研究所碩士論文。
14.楊登安（2004），「折扣幅度、涉入程度對購買意願的影響-以數位相機為例」，輔仁大學管理研究所碩士論文。
15.趙家瑩（2004），「價格促銷、品牌價位對品牌評價與知覺價值的影響」，交通大學經營管理研究所碩士論文。

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