| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 98 === The main purpose of this research is to find the effects of retailers’price-matching guarantees credibility on consumers’perceived value and purchase intention－brand image as a moderator. This research is begun from
reviewing relevant articles, and then set up framework and hypotheses of this research according to its theoretical foundation, select proper scale for study tool,the convenience sampling has been applied. 425 copies of questionnaires were issued in this research. The effective response sample is 388 copies which account for effective rate of 91.3%. Basing on these effective responses, several quantitative analytical methods are used which include reliability analysis, descriptive statistics, facto analysis, t-test, one way ANOVA, correlation analysis,regression analysis and univariate analysis of variance. After the empirical research, the major findings as follows:
1.The price-matching guarantees credibility have significant effect on the consumers’perceived value.
2.The price-matching guarantees credibility have significant effect on the consumers’purchase intention.
3.The consumers’perceived value have significant effect on the consumers’ purchase intention.
4.The intervening effect of consumers’perceived value to the relationship between price-matching guarantees credibility and purchase intention.
5.High income earners more believe that the price-matching guarantees credibility and consumers’perceived value. and value the brand image. Moreover, people have education background of university and service personnel also pay attention to brand image.
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