近年來國內經濟不景氣以及物價水準上升，使得國內家庭收支明顯下降，造成消費意願大幅降低。而品牌商與零售通路業競爭下，使其積極推行各式價格促銷活動來吸引消費者，消費者在面對眾多競爭的品牌，消費者會以哪些因素來選購？過去的研究顯示考慮的因素有品牌、價格、包裝設計等，但這些因素影響消費者對產品購買的程度卻不同。因此更突顯了品牌形象及價格促銷的重要性。
　　本研究主要以運動鞋為例進行實證研究，並利用實驗設計的方法去蒐集資料和選取品牌形象高低的品牌及價格折扣高低的幅度去測試消費者對於知覺品質的影響，並依照其知覺品質的高低去探討如何影響其知覺價值，在進一步去影響消費者的購買意圖。本研究以「購買過運動鞋經驗的大學生和研究生族群」為研究對象，將蒐集回來的問卷資料透過SPSS中的獨立樣本t檢定、因素分析、信度分析、ANOVA、迴歸分析進行分析與探討。研究結果發現:
1. 消費者對於品牌形象的知覺品質有顯著的正向影響。
2. 價格折扣的高低對於消費者的知覺品質影響並不顯著。
3. 品牌形象和價格折扣的交互作用對消費者的知覺品質影響並不顯著。
4. 消費者的知覺品質對其知覺價值有顯著的正向影響。
5. 消費者的知覺價值對其購買意圖是有顯著的正向影響。
　　本研究證實品牌形象對運動鞋市場的重要性，並驗證對消費者知覺品質和知覺價值之理論外，也提出相關建議提供運動鞋品牌廠商進行價格折扣促銷之參考。

There are so much research studies that explore the conditions under which brand, price, perceived quality, perceived value and purchase intention, but most of them focus on the brand and perceived quality to customer on the product evaluation. A little empirical literatures had has focus on the effect of both price promotion and affective outcome of perceived quality on the purchase intention of customer. This research was designed to investigate perceived value the brand image (BI), price discount (PD), perceived quality (PQ), perceived value (PV) and purchase intention (PI) in consumer evaluation of sneakers brand.
Survey materials were collected from university student and graduate of National Cheng Kung University. A total of 356 respondents evaluated different experimental design (BI/PD)in sneakers category. Relationships between constructs are examined using ANOVA.
The results of this research ensured that the brand image, perceived quality and perceived value has positive impact on purchase intention. But the perceived value has more impact on purchase intention than others factors. The research a result also shows that brand image and price discounts interact is not significant on the perceived quality. Finally, the study supports the conclusion that affective perceived value is positively related to the purchase intention of customer evaluation.
According to the results, the brand business should to consider the important of brand image for sneakers market. And several useful suggestions for sneakers firms to implement the marketing price strategy effectively are proposed. Furthermore, there are implications in the results for firm to enhance brand image of their market.

壹、中文文獻
吳萬益（2011），企業研究方法，華泰文化
貳、網站資訊
行政院主計處「台灣地區家庭收支調查」
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