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)

《元培學報》 19期 (2012/12) Pp. 43-59

https://doi.org/10.30171/JYUST.201212.0005

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。

關鍵字

品牌形象 ； 產品等級 ； 購買意願 ； 價格折扣

並列摘要

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 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 function grade as when there is no price promotion; but where an upgrade is decided on, consumers may be as likely to purchase accessories of a higher function grade as when there is no price promotion. Finally, when the accessories are in price promotion, in all scenarios, consumers would prefer accessories of a higher grade.

並列關鍵字

Brand Image ； Product Grade ； Purchase Intention ； Price Discount