| Summary: | 碩士 === 東吳大學 === 會計學系 === 98 === ABSTRACT
Based on response to calls around the world to reduce carbon emissions and energy saving and CFL light bulbs are not energy efficient, it interests me in the study of LED light bulbs since they are more energy efficient. Because LED bulb is the innovative product to the consumer, what the consumer’s acceptable price of LED bulbs is? Therefore, from the consumer point of view this study is to explore the relationship between the brand equity and the pricing strategy. In addition, the involvement is as the intermediary variable. The scope of this study is set in LED downstream industries that produce LED light bulbs in domestic market or import from oversea brands.
This study focuses on the consumers from northern Taiwan who had bought energy-saving light bulbs. A total of 400 of a formal questionnaire were delivered and 360 data were collected. There are 329 valid samples.
The results show that men, those who work in LED-relative industries, and married persons have higher involvement to this LED new product than others. And those who their monthly salary is over 50,000 NT have less price sensitivity than others.
In addition, only brand awareness and brand association have significant impacts on the involvement. But brand loyalty and perceived quality are non-significant. Neither involvement of purchasing decision nor product involvement has impacts on the price sensitivity. Only brand loyalty has directly effect on the price sensitivity. The other three dimensions of brand awareness, perceived quality and brand association have no impacts on the price sensitivity. Some of results are different from ones in previous research. These implied brand equity in previous industry may not completely influence consumers’ price acceptance to new product from innovative industry
Key Words: Brand Equity, Price-Sensitivity, Involvement, Brand- Awareness, Brand-Aassociation
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