The Effects of Price Promotion, Perceived Value and Store Image on Consumers’ Purchase Intention --- A Case of 3C Chain Home Appliances in Greater Taipei ---

碩士論文[[abstract]]在持續的經濟不景氣下，消費大眾支出大幅減少，價格促銷是經常被使用的短期銷售誘因工具，被設計用來刺激消費者，以產生較快速或更多特定產品或服務的購買。本研究以大台北地區3C連鎖家電為例探討價格促銷、認知價值與商店形象對購買意願之影響。 針對消費者以問卷調查法蒐集初級資料，總計發放300份問卷，有效問卷270份。所收集的資料利用Cronbach’s α檢驗信度、採用變異數分析、LISREL分析等驗證研究假說。研究結果發現：（1）不同價格促銷的呈現方式對消費者認知價值有正向的影響效果，（2）商店形象對消費者認知價值有正向的影響效果，（3）消費者認知價值對消費者購買意願有正向的影響效果，（4）認知價值對價格促銷活動、商店形象與購買意願具有中介效果。[[abstract]]In the continuing economic depression, consumer’s consumption is obviously reduced. Price promotion is usually a short-term sell cause tool, it pushes consumers to buy faster and more product or service. The effects of price promotion, perceived value and store image on consumers’ purchase intention ─ a case of 3C chain home appliances in greater Taipei are investigated in this study. 300 questionnaires were distributed and 270 usable samples were collected. Reliability analysis, ANOVA, LISREL analysis were used to test the hypotheses. The major findings of this study include：（1）the consumer’s perceived value was significantly positive affected by different kinds price promotion. （2）the consumer’s perceived value was significantly positive affected by store image. （3）the consumer’s purchase intention was significantly positive affected by perceived value.（4）we find that the perceived value has mediating effect on the relationship between the price promotion, the store image and the consumers’ purchase intention