經後續假設驗證，發現消費者面對不同「價格促銷頻率」，其消費者態度與知覺品質有顯著差異，在促銷深度方面，不同「價格促銷深度」其消費者態度與知覺品質亦有顯著差異，「品牌形象」在不同價格促銷頻率與不同價格促銷深度，對消費者態度、知覺品質與購買意願具有干擾效果。 Price is always one of the key factors that affect consumers’ willingness to purchase. To increase the short-term sales, firms usually draw on price promotion, which stimulates and motivates consumers to buy more products/services in a shorter time. From the perspective of promotion frequency, the research explores that if there are substantial differences among consumer’s attitude, perceived quality, and purchase intention toward goods. The independent variable is promotion depth; the moderating variable, brand image.
The research targeted both college and graduate students of a certain university in Taipei. There were two pretests. The first pretest selected two brands of facial foams and two of mobiles. In each category, one is of higher brand image; the other, of lower brand image. The subsequent pretest measured the promotion frequency and promotion depth with regard to the previously selected brands. The official questionnaire had eight sections. Each section contained promotion depth and promotion frequency. Two varied levels of both promotion depth and promotion frequency were given. Then the questionnaires were dispersed to testers who determined the level of brand image. They also revealed their consumer attitude, perceived quality and purchase intention about those four products.
After the hypotheses were examined, the study found out that substantial difference between consumer attitude and perceived quality existed when the consumers faced different price promotion frequencies. Different price promotion depths resulted in striking differences between consumer attitude and perceived quality. Under the circumstances of distinctive price promotion frequencies and varied price promotion depths, the brand image can interrupted consumer attitude, perceived quality, and purchase intention.
