| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 105 === As Taiwan has now entered the developed countries, the social economic development, improve the national income and the enjoyment of life and convenience, the car is no longer just a scooter or paraphernalia, has become indispensable to modern life activities, in order to make sales promotion, sales promotion is the incentive mode in order to strengthen the power of consumers to buy products or services the design, so as to stimulate consumers to enhance the purchase intention, and consumer involvement in different degrees, will collect the consumer behavior of different processing methods, different attitudes and different levels of intelligence, and finally the formation of different purchase decision behavior, so how to make the focus of every kind of cars to meet consumer demand or through promotional activities to attract consumers attention, are of vital importance of key manufacturers.
The purpose of this study was to investigate the effect of product involvement effect on purchase intention, and price promotion as interference variable. Through the questionnaire for statistical analysis, the empirical results show that product involvement and purchase intention has a significant positive relationship; in the interference effect, price promotion in product involvement and purchase intention has significant interference effect and price promotion is more identity can further enhance the purchase intention.
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