本研究旨在探討在品牌形象的干擾下，零售商價格保證可信度對消費者知覺價值與購買意願之影響。本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構與假設，並選用適當的量表為研究工具，再採用便利抽樣法進行抽樣。本研究共發放425份問卷，有效回收樣本388份，有效問卷回收率91.3%。針對有效樣本388份資料，進行信度分析、敘述性統計、因素分析、t檢定及單因子變異數分析、相關分析、線性回歸分析及變異數單變量分析。經實證分析和討論後，有以下重要發現： 1.價格保證可信度對消費者知覺價值有顯著的影響。 2.價格保證可信度對消費者購買意願有顯著的影響。 3.消費者知覺價值對消費者購買意願有顯著的影響。 4.消費者知覺價值在價格保證可信度與消費者購買意願之間具有中介效果。 5.中高收入者比較相信價格保證可信度及重視消費者知覺價值，而 且亦比較重視品牌形象；另外，大專學歷及服務業人員也比較重視品牌形象。 The main purpose of this research is to find the effects of retailers’price-matching guarantees credibility on consumers’perceived value and purchase intention－brand image as a moderator. This research is begun from reviewing relevant articles, and then set up framework and hypotheses of this research according to its theoretical foundation, select proper scale for study tool,the convenience sampling has been applied. 425 copies of questionnaires were issued in this research. The effective response sample is 388 copies which account for effective rate of 91.3%. Basing on these effective responses, several quantitative analytical methods are used which include reliability analysis, descriptive statistics, facto analysis, t-test, one way ANOVA, correlation analysis,regression analysis and univariate analysis of variance. After the empirical research, the major findings as follows: 1.The price-matching guarantees credibility have significant effect on the consumers’perceived value. 2.The price-matching guarantees credibility have significant effect on the consumers’purchase intention. 3.The consumers’perceived value have significant effect on the consumers’ purchase intention. 4.The intervening effect of consumers’perceived value to the relationship between price-matching guarantees credibility and purchase intention. 5.High income earners more believe that the price-matching guarantees credibility and consumers’perceived value. and value the brand image. Moreover, people have education background of university and service personnel also pay attention to brand image.
