The Effects of Price Discount and Brand Image on Consumer’s Perceived Value and Purchase Intention- A Case of Freshly Brewed Coffee Shops in Taiwan

• Main Authors: Yueh-chi Chang, 張月姬
• Other Authors: 林問一
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/04672400955005050441

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 98 === This research discusses the influences to consumer’s Perceived Value and purchasing willing while two Freshly Brewed Coffee Shops offering discount or not. The purposes of this research are: 1.Discuss whether or not existing discount affects consumer’s Perceived Value. 2.Discuss whether or not brand’s image affects consumer’s Perceived Value. 3.Discuss whether or not mutual connection between discount and brand’s image affect consumer’s Perceived Value while purchasing the products 4.Discuss whether or not consumer’s Perceived Value affects the purchasing willing. This research designs 2x2 factors as experimental procedure. The two factors are Price (with discount, without discount) and brand (High brand’s image and low brand’s image). By executing the experimental procedure on two coffee shops with different brand’s images, this research concludes the following results: 1.Price discount has great influences on consumer’s Perceived Value 2.Brand’s image has great influences on consumer’s Perceived Value 3.Consumer’s Perceived Value affect their purchasing willing. 4.Consuming experience causes interferences.