品牌形象及產品等級對消費者購買意願之影響－價格折扣干擾效果之.PDFVIP

元 培 學 報 Journal of Yuanpei University 第十九期 民國 101 年12月 No.19, December 2012 43 ～ 59頁 P. 43 ～ P. 59 品牌形象及產品等級對消費者購買意 願之影響－價格折扣干擾效果之探討 The Effect of Brand Image and Product Grade on Consumers’Purchase Intention: The Moderating Role of Price Discount 陳瑞龍 Jui-Lung Chen 元培科技大學企業管理系助理教授 (Received, September 14, 2012; Revised, November 20, 2012; Accepted, November 25, 2012) 摘 要：本研究同時考量品牌形象及產品等級對消費者購買意願之影響，並以價格折扣為干 擾變數。研究結果發現：當產品進行價格折扣時，只有當消費者仍選擇原先計畫購買的產品 的情況下，產品進行價格折扣才會影響其對配件的購買意願。而在配件的選擇上，不論產品 有無進行價格折扣 ，消費者對配件的品牌選擇上，均偏好品牌形象較高的品牌。此外，產品 進行價格折扣會影響消費者對相同品牌配件之不同產品等級的購買意願。當消費者仍選擇維 持原等級的情況下，並不會如未折扣時一樣傾向購買功能等級較高的配件；而當消費者選擇 升級的情況下，則與未折扣時相同會傾向購買功能等級較高的配件。最後，如果配件進行價 格折扣 ，則消費者均會偏好較高等級的配件。 關鍵詞：品牌形象、產品等級 、購買意願、價格折扣 Abstract: This study aims at exploring the impact of main product and/or accessories price promotions on consumers’ purchase evaluation of the accessories. The results show that, in the presence of a main product price promotion, only when consumers maintain their originally intended main product choice would the price promotion affect their accessories price perception, but not when they decide to upgrade from the intended choice. In the selection of accessories, regardless of main product price cuts, consumers would prefer brands with a stronger image. In addition, a main product price promotion would affect consumers’ selection of accessories of 43 different function grades under the same brand: in the scenario where the intended grade is maintained, consumers may not be as likely to prefer accessories of a higher f