| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === Recently, there is highly competition in every industry. In order to attract consumers to purchase products, firms will use all kinds of promotions to enhance consumers’ purchase intention. Consumers’ orientation must be an origin for marketing action. It’s important to research consumers’ perceived quality and value. Consumer’s perceived quality and value have a positive effect on the consumer’s purchase intention. In order to enhance consumers’ perceived quality for product, brand image and price discount play important roles among it.
Brand image is total impression of brand for consumers and inference product quality. If a product with excellent brand image, how about the intense of consumers’ perceived quality, value and purchase intention? Besides, in comparison with other kinds of promotions, price discount is more like as a kind of promotion strategy. For consumers, they will pay less money or make less sacrifice to discounted product. On the contrary, whether a consumer’s perceived quality for the product will decrease with the rise of price discount or not? If discounted products have different brand image, how about consumers’ perceived quality for product? This research direction is how the brand image and price discount influence perceived quality.
In order to answer the all these questions deeply, an experiment will be designed and implemented to answer how brand image and price discount influence consumers’ perceived quality, perceived value and purchase intention.
The main results of this research are as follows:
(1) Brand image has positive effect on the consumers’ perceived quality.
(2) Price discount does not have positive effect on the consumers’ perceived quality.
(3) Brand image and price discount do not have interaction effect on consumer’ perceived quality.
(4) Consumers’ perceived quality have a positive effect on the consumers’ perceived value.
(5) Consumers’ perceived value have a positive effect on the consumers’ purchase intention.
(6)The different occupation has different perceived quality for product.
The results of this research could be useful for both the theoretical development and the marketing practice. And several useful suggestions for digital camera firms to implement the marketing strategy effectively are proposed.
Keywords: Brand Image, Price Discount, Perceived Quality, Perceived Value, Purchase Intention
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