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系統識別號 U0026-0812200915095214
論文名稱(中文) 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
論文名稱(英文) The influence of brand image and price discount on perceived quality, value, and purchase intention toward digital camera
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 97
學期 2
出版年 98
研究生(中文) 陳韋仁
研究生(英文) Wei-Jen Chen
電子信箱 r4696410@mail.ncku.edu.tw
學號 r4696410
學位類別 碩士
語文別 中文
論文頁數 86頁
口試委員 口試委員-楊澤泉
口試委員-張淑昭
指導教授-蔡燿全
中文關鍵字 購買意願  知覺價值  知覺品質  價格折扣  品牌形象 
英文關鍵字 Brand Image  Price Discount  Perceived Quality  Value  Purchase Intention 
學科別分類
中文摘要 近年來,市場上各產業競爭激烈,廠商為了吸引消費者購買,無不使用各種方式來增加消費者的購買意願,企業也已意識到產品的行銷方式必須以消費者導向為出發點,因此探討消費者對產品的知覺品質和知覺價值也就變得格外重要,消費者的知覺品質和知覺價值將是影響其購買意願的重要因素,而為了要提升消費者對產品的知覺品質,其中產品的品牌形象和價格折扣皆扮演著相當重要的角色。
品牌形象是消費者對於一品牌的整體印象,消費者藉此推論或維持對產品的知覺品質,因此當一個產品的品牌形象較高時,消費者所感受到的知覺品質是否相對較高?並進而影響其知覺價值與購買意願相對較高呢?除了品牌形象以外,各行各業為了吸引消費者,都分別推出了各種促銷活動,其中價格折扣是廠商最常使用的行銷策略之一,對消費者而言,產品價格折扣雖然可使其支付的金錢或所做的犧牲減少,但消費者對產品的知覺品質是否也會因為有價格折扣而跟著降低呢?而當一品牌形象高和一品牌形象低的產品同時在做價格折扣時,消費者對兩者所感受到的知覺品質是否有所不同?因此以品牌形象搭配價格折扣來驗證對消費者知覺品質的影響,亦為本研究探討的方向。
  為探討以上問題,本研究將以消費者為觀點,並以數位相機為例進行實證分析,利用實驗設計的方式來蒐集資料和分析產品的品牌形象與價格折扣對於消費者知覺品質的影響,而消費者對於知覺品質的高低是否會影響其知覺價值,進而影響消費者的購買意願。蒐集回來的資料利用SPSS中的獨立樣本t檢定、因素分析、信度分析、變異數分析、迴歸分析來進行資料分析與討論。
  研究結果發現:(一)消費者對於高品牌形象產品的知覺品質高於低品牌形象產品。(二)價格折扣的有無對消費者知覺品質影響不顯著。(三)品牌形象和價格折扣的交互作用對消費者知覺品質的影響不顯著。(四)消費者知覺品質正向影響消費者知覺價值。(五)消費者知覺價值正向影響消費者購買意願。(六)不同職業對其產品的知覺品質有顯著差異。
  本研究之結果除驗證有關消費者知覺品質和知覺價值之理論外,亦提出相關建議供數位相機廠商進行行銷策略之參考

關鍵字:品牌形象,價格折扣,知覺品質,知覺價值,購買意願
英文摘要 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
論文目次 目錄
摘 要 ...............................................I
目 錄 ...............................................IV
表目錄 ...............................................VI
圖目錄 ...............................................VII
第一章 緒論............................................1
第一節 研究背景與動機..................................1
第二節 研究目的........................................3
第三節 研究步驟........................................3
第二章 文獻探討........................................5
第一節 品牌形象的定義..................................5
第二節 價格折扣........................................12
第三節 知覺品質........................................17
第四節 知覺價值........................................22
第五節 購買意願........................................28
第三章 研究方法........................................31
第一節 研究架構........................................31
第二節 研究假設........................................32
第三節 研究變數之操作型定義與衡量......................36
第四節 研究範圍與資料蒐集方法..........................40
第五節 前測問卷........................................42
第六節 正式實驗設計....................................44
第七節 分析方法........................................45
第四章 實證分析與討論..................................48
第一節 樣本結構........................................48
第二節 自變數操弄檢定..................................50
第三節 因素分析與信度檢定..............................50
第四節 變異數分析之假設檢定............................53
第五節 品牌形象與價格折扣對知覺品質之影響..............54
第六節 知覺品質對於知覺價值之影響......................58
第七節 知覺價值對於購買意願之影響......................60
第八節 人口統計變數對知覺品質和知覺價值的差異程度......61
第五章 結論與建議......................................64
第一節 研究結論........................................64
第二節 管理意涵........................................66
第三節 研究限制........................................67
第四節 未來研究建議....................................68
參考文獻 ........................................69
附 錄 ................................................76

表目錄
表3-1品牌形象的定義與衡量................................36
表3-2價格折扣的定義與衡量................................37
表3-3知覺品質的定義與衡量................................38
表3-4知覺價值的定義與衡量................................39
表3-5購買意願的定義與衡量................................39
表3-6 本研究之因子設計...................................41
表3-7 前測樣本對14家數位相機廠商之品牌形象評價...........43
表3-8 前測樣本對價格折扣之看法...........................43
表3-9正試問卷實驗組......................................44
表3-10問卷題項設計彙整表.................................44
表4-1各組有效樣本回收情形................................48
表4-2人口統計變項資料描述摘要............................49
表4-3操弄品牌形象之t檢定.................................50
表4-4操弄價格折扣之t檢定.................................50
表4-5知覺品質主成分分析與信度檢定....................... 51
表4-6知覺價值主成分分析與信度檢定........................52
表4-7購買意願主成分分析與信度檢定........................53
表4-8變異數同質性檢定表..................................53
表4-9 知覺品質變異數分析摘要表...........................55
表4-10知覺品質平均數摘要表...............................55
表4-11品牌形象對知覺品質影響平均數影響之t檢定............56
表4-12價格折扣對知覺品質平均數影響之t檢定................56
表4-13知覺品質平均數2x2實驗組彙整表......................57
表4-14知覺品質與知覺貨幣價值Pearson相關..................58
表4-15知覺品質與知覺心理價值Pearson相關..................58
表4-16知覺品質對知覺心理價值之簡單迴歸摘要表.............58
表4-17知覺品質對知覺貨幣價值之簡單迴歸摘要表.............59
表4-18知覺貨幣價值與知覺心理價值和購買意願Pearson相關....60
表4-19知覺貨幣價值與知覺心理價值對購買意願之迴歸分析摘要.60
表4-20 受測者性別對其所感受的知覺品質和知覺價值之t檢定...61
表4-21受測者職業對其所感受的知覺品質和知覺價值之t檢定....62
表4-22本研究假設驗證結果.................................63

圖目錄
圖1-1本研究流程圖........................................4
圖2-1品牌形象構面........................................11
圖2-2知覺品質組成要素....................................21
圖2-3知覺價值概念性架構圖................................25
圖2-4交易效用理論........................................25
圖2-5價格、品質與價值之因果相關模式......................26
圖2-6消費者購買決策過程..................................29
圖2-7商店、品牌名稱及價格折扣對消費者評價與購買意願影響模式.29
圖3-1本研究之研究架構....................................31
圖4-1各變數的常態機率圖..................................54
圖4-2品牌形象與價格折扣的交互作用........................57
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