| Summary: | 碩士 === 南台科技大學 === 商管專業學院 === 101 === This dissertation discusses how the premium promotion has influenced consumer’s
purchase intention. Premium promotion is one of the powerful marketing tools that
impact a lot. These impacts are not only to the respective company but also the
consumers and as well as the whole society.
McDonald’s is the global chained fast food restaurant and it is a well-known brand
for all. That is the reason researcher chooses McDonald’s as the example to measure
this relationship between three variables – characteristics of premium, perceived value
and purchase intention
In studying the above relationship, I have constructed the theoretical model that
included three variables which is “characteristics of premium”, “perceived value” and
“purchase intention”. These three variables are meant to answer a main question “do the
characteristic of premium or/and perceived value influence on purchase intention?”
This study will employ quantitative method as the measurement tools.
Questionnaire is chosen to be used to analyse the hypotheses. It will be distributed to
204 target sample electronically. After all the data has been collected, I analysed the
data by using SPSS software with four procedures: (1) Descriptive Statistics, (2)
Reliability Analysis. (3) Factor Analysis, and (4) Regression Analysis.
After all the analyses, the result show positive among the relationships mentioned.
Both variables have positively impact on the purchase intention.
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