| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 99 === In recent years, Taiwan''s industries actively seeking industrial restructuring in the way of increasing added value to products. That makes many convenience goods brands appeared on the market, but consumer-related studies is scanty; and theoretical studies have indicated that a product’s image will affect the brand image. However, in domestic empirical research, the studies are primarily focus on product image and brand image, and consistency between brand image and product form, and seldom discuss the topic of the product design can enhance brand image. According to the background and motivation, the proposition of this study are as follows：
(1) Understand the association of product image and brand image. (2) Using demographic variables as moderators to explore how the brand image and product prices affect the perceived value. (3) Analyzing relationships between customers’ perceived value and purchase intention.
In this study, product design and product prices are independent variables. First, uses the 24 groups of opposing adjectives that Ming-Chuen Chuang and Ching-Hang Kao (1997) sorted out to do semantic differential analysis on four brands of products to measure the respondents’ feeling toward product form, color, texture, feel, and function. And then, discussing the relationship among product image, brand image, perceived value and purchase intention. The conclusions are summarized as follows： (1) Different product design has different effects on brand image. (2) The brand image and product price has a significant impact on the perceived value. (3) Some demographic variables have a moderating effect on brand products. (4) Perceived value has a significant effect on purchase intention.
Keywords：convenience goods, product design, product image, brand image,
perceived value, purchase intention
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