The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera
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 im...
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ndltd-TW-097NCKU51210652016-05-04T04:26:09Z http://ndltd.ncl.edu.tw/handle/18096565326547106988 The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera 品牌形象、價格折扣對知覺品質、知覺價值與購買意願之影響-以數位相機為例 Wei-Jen Chen 陳韋仁 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 Yao-Chuau Tsai 蔡燿全 2009 學位論文 ; thesis 86 zh-TW |
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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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author2 |
Yao-Chuau Tsai |
author_facet |
Yao-Chuau Tsai Wei-Jen Chen 陳韋仁 |
author |
Wei-Jen Chen 陳韋仁 |
spellingShingle |
Wei-Jen Chen 陳韋仁 The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera |
author_sort |
Wei-Jen Chen |
title |
The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera |
title_short |
The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera |
title_full |
The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera |
title_fullStr |
The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera |
title_full_unstemmed |
The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera |
title_sort |
influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera |
publishDate |
2009 |
url |
http://ndltd.ncl.edu.tw/handle/18096565326547106988 |
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