| Summary: | 碩士 === 國立成功大學 === 交通管理學系 === 88 === Lately, competition is fierce in every industry. In order to attract consumers to purchase products, firms will use all kinds of promotions to enhance consumers’ purchase intention. In comparison with other kinds of promotions, price discount is more likely to draw the consumers’ purchase intention, and increase their purchase volumes.
For consumers, they will pay less money or make less sacrifice for discounted product. On the contrary, whether a consumer’s perceived quality for the product will decrease with the rise of price discount? And whether the perceived risk will increase with the rise of price discount? If a discounted product has an excellent brand image, what about consumers’ perceived quality and risk for the product? Whether the brand image has the ability to diminish the consumers’ perceived quality and risk for the product? Besides, there are many differences of basic characteristic between goods and services. Therefore, this research wonders that whether the different discounted product categories will have different influence on consumers’ perceived quality and risk for the product? In order to answer the all questions deeply, an experiment will be designed and implemented to answer how price discount, brand image, and product categories influence consumers’ perceived quality and risk for a product.
The main results of this research are as follows:
(1) The brand image will increase consumer’ perceived quality, but decrease consumers’ total perceived risk and social risk.
(2) The price discount does not have significant influence on consumer’ perceived quality, but have significant influence on financial risk and psychological risk.
(3) The brand image and discount rate do not have interaction effect on consumer’ perceived quality and risk.
(4) The moderating effect of product category is not significant.
The result of this research could be useful for both the theoretical development and the marketing practice. And several useful suggestions for firms to implement the discount promotion strategy effectively are proposed.
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