英文摘要 |
Compared to other promotion tools, firms use price discount more often to increase consumers’ purchase intention. But it is important for firms to know how price discount will influence consumers’ perceived quality and perceived risk although consumers’ expenditures decrease. In addition, brand image of products may have a significant effect on consumers’ perceived quality and perceived risk. Besides, goods and services are different in terms of several product characteristics that may moderate the impacts of price discount, and brand image on consumers’ perceived quality and perceived risk. Thus, this research implements and experimental design to examine how price discount and brand image influence consumers’ perceived quality and perceived risk and whether such influences will be moderated by product categories. The results show that a product with high brand image will increase consumer’ perceived quality and decrease consumers’ perceived social risk. And high brand image could stabilize the impact of price discount on consumers’ perceived quality. Moreover, price discount does not affect consumer’ perceived quality, but will lower consumers’ perceived financial risk. In addition, product category does not significantly moderate the influences of price discount and brand image on perceived quality and perceived risk. Finally, the impacts of price discount and brand image are different for different dimensions of perceived risk. |