| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 86 === The purpose of this study is to explore the effects of sales
promotion on product values in consumer behavior. Brand
evaluation and brand attitudes are utilized to measure the
product values in consumer behavior. And this study also
analyzes the cause-and-effect relationships of the dimensions in
brand evaluation. The samples are collected from college
students in Tamkang University, and the data is analyzed with
such main methods as analysis of variance, path analysis and
chi-square.This study concludes:1. Sales promotion have no
significant effect on the three dimensions of brand evaluation,
such as the cognizance of reference price, the cognizance of
quality and the preference of brand.2. With reference to brand
attitudes, sales promotion affects some elements of the
cognizance of brand information and the feelings of brand.
However, it has no effect on the probability of purchase.3.
Weather shows the messages of sales promotion or not, the
relationship between reference price and the cognizance of
quality, as well as the relationship between the cognizance of
quality and the preference of brand are significant. However,
the relationship between the cognizance of reference price and
the preference of brand is significant unless the messages of
sales promotion are shown.
|
|---|
