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.

目 錄
目錄…………………………………………………………………… Ⅰ
表次…………………………………………………………………… Ⅲ
圖次…………………………………………………………………… Ⅵ
第一章 緒論…………………………………………………………… 1
第一節 研究背景與動機……………………………………………… 1
第二節 研究目的……………………………………………………… 6
第三節 研究流程……………………………………………………… 6
第四節 論文架構……………………………………………………… 8
第二章 文獻探討……………………………………………………  10
第一節 價格保證策略之意涵…………………………………………10
第二節 價格保證可信度探討…………………………………………18
第三節 消費者知覺價值探討…………………………………………24
第四節 消費者購買意願之意涵………………………………………37
第五節 品牌形象知覺之探討…………………………………………42
第六節 各研究變數間之關係…………………………………………49
第三章 研究設計……………………………………………………  55
第一節 研究架構………………………………………………………55
第二節 變數定義與衡量方式…………………………………………56
第三節 研究假設………………………………………………………60
第四節 問卷設計………………………………………………………60
第五節 研究對象與樣本之選取………………………………………66
第六節 資料分析法………………………………………………… 66 
第四章 資料分析……………………………………………………  70
第一節 樣本結構分析………………………………………………  70
第二節 因素分析及內部一致性分析………………………………  73
第三節 人口統計變數在價格保證可信度、消費者知覺價值、消
       費者購買意願與品牌形象知覺上之差異性分析…………  84
第四節 價格保證可信度、消費者知覺價值、購買意願與品牌形
       象知覺之關聯性探討……………………………………… 100
第五節 消費者知覺價值中介效果探討…………………………… 112
第六節 品牌形象知覺干擾效果探討……………………………… 114
第七節 結果與討論………………………………………………… 116
第五章 結論與建議………………………………………………… 121
第一節 結論………………………………………………………… 121
第二節 研究限制…………………………………………………… 124
第三節 建議………………………………………………………… 125
參考文獻………………………………………………………………128
中文部分……………………………………………………………  128
英文部分…………………………………………………………… 129 
附錄：問卷……………………………………………………………139
 
表次
表2-1 價格保證策略在實務上的應用……………………………16
表2-2台灣知名量販店在補償金額與時間等相關規定比較…… 18
表2-3 各學者對可信度的定義………………………………… 21
表2-4 各學者對知覺價值的定義……………………………… 28
表2-5 各學者對購買意願的定義……………………………… 39
表2-6 各學者對品牌形象的定義……………………………… 47
表3-1 價格保證可信度之問卷設計…………………………… 61
表3-2 消費者知覺價值之問卷設計…………………………… 62
表3-3 消費者購買意願之問卷設計…………………………… 62
表3-4 消費者對品牌形象知覺之問卷設計…………………… 63
表3-5 人口統計變數之問卷設計……………………………… 64
表4-1-1 樣本之基本資料……………………………………… 71
表4-2-1 價格保證可信度因素之KMO與Bartlett 檢定……… 74
表4-2-2 價格保證可信度構面之因素分析…………………… 75
表4-2-3 消費者知覺價值因素之KMO與Bartlett 檢定……… 77
表4-2-4 消費者知覺價值構面之因素分析…………………… 78
表4-2-5 品牌形象知覺因素之KMO與Bartlett 檢定………… 79
表4-2-6 品牌形象知覺構面之因素分析……………………… 80
表4-2-7各構面信度分析……………………………………… 83
表4-3-1性別在各變數上之差異分析………………………… 85
表4-3-2婚姻狀況在各變數上之差異分析…………………… 86
表4-3-3年齡在價格保證可信度上之差異分析……………… 87
表4-3-4教育程度在價格保證可信度上之差異分析………… 87
表4-3-5職業類別在價格保證可信度上之差異分析………… 88
表4-3-6職業類別在價格保證可信度上之事後比較分析表… 88
表4-3-7月所得在價格保證可信度上之差異分析…………… 89
表4-3-8月所得在價格保證可信度上之事後比較分析表…   89
表4-3-9年齡在消費者知覺價值上之差異分析……………   90
表4-3-10教育程度在消費者知覺價值上之差異分析………  90
表4-3-11職業類別在消費者知覺價值上之差異分析………  91
表4-3-12月所得在消費者知覺價值上之差異分析…………  91
表4-3-13月所得在消費者知覺價值上之事後比較分析表…  92
表4-3-14年齡在消費者購買意願上之差異分析……………  92
表4-3-15教育程度在消費者購買意願上之差異分析………  93
表4-3-16職業類別在消費者購買意願上之差異分析………  93
表4-3-17職業類別在消費者購買意願上之事後比較分析表…  94
表4-3-18月所得在消費者購買意願上之差異分析……………  95
表4-3-19月所得在消費者購買意願上之事後比較分析表……  95
表4-3-20年齡在品牌形象知覺上之差異分析…………………  96
表4-3-21教育程度在品牌形象知覺上之差異分析……………  96
表4-3-22教育程度在品牌形象知覺上之事後比較分析表……  97
表4-3-23職業類別在品牌形象知覺上之差異分析……………  97
表4-3-24職業類別在品牌形象知覺上之事後比較分析表……  98
表4-3-25月所得在品牌形象知覺上之差異分析………………  99
表4-3-26月所得在品牌形象知覺上之事後比較分析表………  99
表4-4-1價格保證可信度、消費者知覺價值、消費者購買意願與品
牌形象知覺之整體相關分析表……………………………… 101
表4-4-2價格保證可信度、消費者知覺價值、消費者購買意願與
品牌形象知覺各構面相關分析表…………………………… 102
表4-4-3價格保證可信度對消費者知覺價值之影響迴歸分析彙整表  104
表4-4-4價格保證可信度之構面對產品價值之影響複迴歸分析彙整
表………………………………………………………………  104
表4-4-5價格保證可信度之構面對品質價值之影響複迴歸分析彙整
表………………………………………………………………  105
表4-4-6價格保證可信度之構面對購物價值之影響複迴歸分析彙整
表………………………………………………………………  106
表4-4-7價格保證可信度對消費者購買意願之影響迴歸分析彙整表  108
表4-4-8價格保證可信度之構面對消費者購買意願之影響複迴歸分
析彙整表………………………………………………………  109
表4-4-9消費者知覺價值對消費者購買意願之影響迴歸分析彙整表  110
表4-4-10消費者知覺價值之構面對消費者購買意願之影響複迴歸
分析彙整表……………………………………………………  111
表4-5-1價格保證可信度與消費者知覺價值對消費者購買意願之迴
        歸分析彙整表………………………………………  114
表4-6-1 品牌形象(花王)對價格保證可信度與消費者知覺價值之干
擾效果……………………………………………………………115
表4-6-2 品牌形象(妙管家)對價格保證可信度與消費者知覺價值之
干擾效果…………………………………………………………115
表4-7-1 假設驗證結果一覽表……………………………… 116

       圖次
圖1-1 研究流程………………………………………………… 7
圖2-1 交易效用理論…………………………………………  29
圖2-2 價格、品質和價值之方法—目的模型………………  31
圖2-3 價格、品牌和商店名稱對產品評估的概念模型……  33
圖2-4 價格比較廣告對價值知覺影響的關係模型…………  35
圖3-1 研究架構………………………………………………  56
圖3-2 虛擬DM廣告內容……………………………………… 65

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