依據過去不同學者之研究得知，消費者的購買意願分別會因為不同的促銷型式、品牌知名度而有不同的影響，因此本研究進行產品之價格促銷折扣幅度、品牌知名度、與消費者知覺價值干擾下(認知品質、認知犧牲、認知價值)對購買意願之影響。採用2×2×2的因子實驗設計法，以品牌牛仔褲為實驗產品，對大台北地區消費者進行問卷調查，並透過三因子多變量變異數分析及相關分析加以探討。結果顯示：促銷折扣、品牌知名度對消費者購買意願產生影響，整體知覺價值亦對消費者購買意願產生影響，但其中認知品質與認知價值，並不產生干擾效果，僅認知犧牲會干擾品牌知名度對消費者購買意願的影響。
Recently, the fashion industrial in Taiwan are over-competitive, and environment changed rapidly by the force from international trading and information flow had been developing very well in current fashion industrial market. Therefore, many enterprises are expecting to increase sales and share of market by focusing on the promotion activities. As a matter of fact, “Perceived value” has played an important role when a consumer is facing a purchase intention. Generally, consumers will buy a product when they had perceived a higher value on either a lower price or higher quality. Under different factors, the consumers’ perceived value is always existed differently consequently, so; the perceived value is always valuated by fashion industrial company, when they conduct promotion strategy.
According to the scholar researches in the past, finding of a consumers’ purchase intention will be influenced by different promotion activities, brand Awareness. The purpose of this study try to discuss on discount depth, brand awareness and customer’s perception which customer’s perception is a moderator to affect the response variable (purchase intention). This examination manipulates 2×2×2 factorial experimental design and Brand Jeans are affected as an experimental product in this study. This study uses questionnaire which is issued to customer in Taipei. And the returned datum is analyzed by three-way MANOVA and regression analysis.
The main results are as follows: there is (1) the discount depth; brand awareness and customer’s perception respectively affect to purchase intention. (2) there are three aspects in the customer’s perception, two of them；Perceived Quality and perceived Value do not moderate to purchasing intention, and only perceived sacrifice interact with brand awareness and affect to purchase intention.
