A study on the relationship between brand, merchandise display andconsumer perceived value ,purchase intention- Using perceived price as moderating variable.

• Main Authors: Yuh-Ming Ma, 馬豫明
• Other Authors: Shih-Hao Wu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/33536695357183534468

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 94 === Abstract The research to introduce experiment method, to exercise separately on brand (national brand, store brand), the way of merchandise display ( display by brand, display by category), price (expensive, cheap) variable; then process 2*2*2 examine in eight different condition experimentation, to study brand, way of merchandise display to respond the effect on perceived value and purchase intention, using price as moderating variable.The questionnaire was testing 120 consumer at Poya department store in Kaohsung by way of convenience sampling, use shampoo as examine product to take within-subject experiment, , eliminated from 21 ineffective questionnaire, there are 99 effective samples and result of research found: 1. Consumer perceived value no effect by branded shampoo but affected by purchase intention. 2. Consumers perceived value and purchase intention affected by different ways of display. 3. Consumers perceived value and purchase intention affected by interaction of branded shampoo and the way of display. 4. In the price moderating variable, consumer perceived value and purchase intention different effect by brand and merchandise display.