| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 96 === In recent years, new products have been brought forth at a fast pace particularly products that related electronic communication. In order for vendors to draw customers and encourage them to buy a product, all kinds of promotional methods are available. Among the many promotional methods, “coupon” is one of the most commonly seen and the most direct way to make customers feel “positional advantage over price.” When discount level offered by vendors varies, “what effects do “coupon”promotion and “price-offs”promotion (two promotional types) have on brand evaluation and purchase intention?”
It is obvious that in daily life, although price promotions create an economic incentive and increases sales; however, it also leads to customers’ query regarding product quality and the original reference price. Therefore, “Can different promotional types be used to get rid of such doubts?”
In addition, brand awareness often affects the perceived quality for a promotional product. Since customers have better product knowledge for brands with high brand awareness, therefore, these products are often more “trustworthy” than others. On the contrary, “Will brands with low brand awareness be viewed more negatively when they are discounted?” so, brand awareness is incorporated as a moderating variable in this study.
To discuss the problems above, an experimental design method is adopted. Data is collected to analyze effects of discount level, promotional type, and brand awareness on brand evaluation and purchase intention. The results obtained are summarized as follows:
1.Customers tend to have negative perceived quality toward a product that has a high discount level; however, customers tend to have positive perceived value and purchase intention toward a product that has a low discount level.
2.Different promotional method does not affect customers’ perceived value for different discount level.
3.High brand awareness will diminish customers’ negative perceived quality brought by high discount level.
4.The level of brand awareness does not affect the perceived value and the purchase intention when dealing with different discount level.
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