| Summary: | 碩士 === 銘傳大學 === 管理科學研究所 === 89 === When firms want to increase sales and profit, they often use product innovation, product improvement, and price discount. The positive short-term impact of price discount on brand sales is well documented. However, price discount will discourage trial if consumers associate discount with inferior brand quality.
Prior research has indicated that price promotions affect pretrial perceived quality. Besides, price discount will affect internal reference price and price premium perceived by consumers. In this study, we try to investigate the effect of discount depth on brand evaluation that is measured in terms of internal reference price, perceived quality and perceived value.
This study try to investigate the conditions in which discount depth affect brand evaluations. The effect of price discount on brand evaluations is contingent on factors that affect the extent to which a consumer perceives that a single discount often contains information regarding a brand’s quality. The extent to which a price discount is informative is theorized to be a function of （1）brand awareness of the product,（2）the attributes of the product,（3）situations in which price discount occurs.
The main results of this research are as followed：
1. The greater the price discount, the lower the buyers’ internal reference price and quality perceptions. But the higher the price discounts, the higher buyers’ value perceptions and purchase intent.
2. The higher brand awareness of product, the lower effect of price discount on the buyers’ internal reference price and quality perceptions, but the price discounts on the buyers’ value perceptions and purchase intent will be higher.
3. When the product is convenience products, the effect of price discount on the buyers’ internal reference price and quality perceptions will be higher than shopping products, however the effect of price discount on the buyers’ value perceptions and purchase intent will be lower than shopping products.
4. Referring to the effect of the price discount on the buyers’ internal reference price, the promotion with limited amount and time is the highest, while the one with limited amount is medium, and the lowest is without any limits. When the promotion has limitary conditions, there will be lower effect of price discount on the quality perceptions.
5. When the promotion has limitary conditions, there will be higher effect of price discount on the buyers’ value perceptions and purchase intent.
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