全球處於高通膨、高油價環境下，對汽車的需求逐漸轉向具省油、價格經濟的小型汽車，加上台灣汽車消費市場趨於成熟，整體成長緩慢，對於競爭相當激烈的汽車產業，更突顯了品牌形象經營和價格促銷的重要性。
本研究以1400-1600c.c.國產掀背車為例，從Toyota、Mitsubishi、Nissan、Honda、Mazda和Hyundai六個汽車品牌中，選取品牌形象平均數最高與最低兩者，故以Mazda與Hyundai為高低品牌形象的代表，個別探討品牌形象和價格折扣對於消費者知覺價值及購買意願的影響。本研究以「在工作的開車族」和「具駕駛經驗」為研究對象，回收有效問卷共487份，有效回收率為94.02%，其中，Mazda有效問卷為80份，Hyundai為77份。經SPSS統計分析工具中的t檢定、因素分析、信度分析、皮爾森相關和迴歸分析進行分析。研究結果發現：
1. 品牌形象對消費者的知覺價值有顯著的正向影響。
2. 價格折扣對消費者的知覺價值有顯著的正向影響。
3. 消費者的知覺價值對其購買意願有顯著的正向影響。
研究再次證實品牌形象對於1400-160c.c.國產掀背車的重要性，因此，汽車廠商應注重品牌形象的經營，尤其是品牌的聲譽和品質，並且適時地運用促銷活動來吸引消費者，進而採取行動購買。

The global environment is in high inflation, especially high oil price which causes the demand for cars gradually changing to small cars which are fuel-efficient and price-economical. Moreover, auto market in Taiwan steps into mature stage and overall growth of auto consumption gets slower. The competition in Taiwan automobile industry has been getting intensive, which highlights the importance of brand management and price discount.
In study, it takes 1400-1600c.c. domestically produced hatchback cars as an example. The representative of high brand image is Mazda and the low is Hyundai, and to explore the impact of brand image and price discount on perceived value, and purchase intention.The sample of study is people who have driving experience. There are total 487 valid questionnaires, and valid rate is 94.02%. Besides, there are 80 valid questionnaires of Mazda, and 77 of Hyundai.
Use SPSS statistical analysis tools, such as t-test, factor analysis, reliability test, Pearson correlation and regression .The results of this study are as follows:
1. Brand image has a positive effect on the consumers’ perceived value.
2. Price discount has a positive effect on the consumers’ perceived value.
3. Consumers’ perceived value have positive effects on the consumers’ purchase intention.
Thus, it proves that the importance of brand image for 1400-1600c.c. domestically produced hatchback cars again. Also, car companies need to focus on brand image management, especially reputation and quality. Besides, they must timely use promotional activities to attract consumers and then take action to buy.

壹、中文文獻
1.U-Car網站，http://www.u-car.com.tw/
2.Yahoo奇摩汽車情報網站，http://tw.autos.yahoo.com/auto_information.html
3.王又鵬 (1993)，「促銷活動對消費者購買行為影響之研究」，政治大學企業管理研究所未出版博士論文
4.方世榮(1992)，行銷管理學─分析、計劃、執行與控制，台灣東華書局股份有限公司
5.白滌清(2007)，消費者行為，華泰文化事業股份有限公司
6.台灣區車輛工業同業公會網站，http://www.ttvma.org.tw/cht/industrial-survey.php
7.交通部統計處(2010年12月)，交通統計月報511期(頁77-78)，交通部出版
8.沈雲驄、湯宗勳(1998)，品牌行銷法則─如何打造強勢品牌，商業週刊出版股份有限公司
9.吳明隆(2008)，Spss操作與應用，多變量分析實務，五南圖書出版股份有限公司
10.吳明隆，涂金堂(2006)，Spss與統計應用分析，第二版，五南圖書出版股份有限公司
11.吳萬益 (2000)，企業研究方法，華泰文化事業股份有限公司
12.林建煌 (2001)，行銷管理，智勝文化事業有限公司
13.林振亨 (2009)，「台灣汽車產業品牌形象對消費者購買意願影響之研究─以國產車為例」，朝陽科技大學保險金融管理未出版碩士論文
14.范文毅(2002)，品牌識別ABC，滾石文化出版
15.邱皓政 (2009)，量化研究與統計分析─spss中文視窗版資料分析範例解析，五南圖書出版股份有限公司
16.胡政源 (2006)，「品牌管理─品牌價值的創造與經營」，新文京開發出版股份有限公司
17.超越車訊雜誌(2008年12月)，158期(頁84-107)，超越文化出版事業股份有限公司
18.黃憲仁 (1998)，促銷管理實務，憲業企管顧問有限公司
19.劉怡吟 (2009)，「汽油價格對台灣汽車市場需求的影響」，國立中央大學產業經濟研究所未出版碩士論文
20.蕭文龍 (2009)，多變量分析最佳入門實用書：spss+lisrel，碁峰資訊股份有限公司
21.蕭富峰 (2004)，行銷組合策略：整合行銷一戰而霸，御書房出版有限公司
22.戴國良 (2010)，品牌行銷與管理，五南圖書出版股份有限公司
貳、英文文獻
1.Aaker, D. A. (1991). Building brand equity. New York: The Free Press.
2.Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
3.Aaker, D. A. (1991). Managing brand equity ─ capitalizing on the value of a brand name. New York: The Free Press.
4.Aaker, D. A. (1996). Building strong brand. New York: The Free Press.
5.Alba, J. W. H. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-453.
6.Banks, J., & Moorthy, S. (1999). A model of price promotions with consumer search. International Journal of Industrial Organization, 17(3), 371-398.
7.Bearden, W. O., Lichtenstein, D. R., & Teel, J. E. (1984). Comparison price, coupon, and brand effects on consumer reactions to retail newspaper advertisements. Journal of Retailing, 60(2), 11-34.
8.Berkowitz, E. N. a. J. R. W. (1980). Contextual influences on consumer price responses: An experimental analysis. Journal of Marketing Research,17, 349-358.
9.Biel, A. L. (1992). How brand image drives brand equity. Journal of Advertising Research, 32(6), 6-12.
10.Blattberg, R. C. & Scott A. N. (1990). Sales promotion concepts, methods, and strategies. New Jersey: Prentice Hall.
11.Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. The Journal of Marketing, 55(1), 1-9.
12.Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science, 28(3), 359-374.
13.Bullmore, J. (1984). The brand and its image revisited. International Journal of Advertising(3), 235-238.
14.Chattopadhyay, A. a. J. W. A. (1988). The situational importance of recall and inference in consumer decision making. Journal of Consumer Research, 15,1-12.
15.Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in taiwan: An empirical study based on the value-intention framework. Internet Research, 17(2), 139-155.
16.Cronin, J. J., Brady, M. K., Brand, R. R., Hightower, J., & Shemwell, D. J. (1997). A cross-sectional test of the effect and conceptualization of service value. Journal of Service Marketing, 11(6), 375-391.
17.Davis, S., Inman, J. J., & McAslister, L. (1992). Promotion has a negative effect on brand evaluations: Or does it? Additional disconfirming evidence. Journal of Marketing Research, 29(1), 143-148.
18.Del I. Hawkins, R. J. B., Kenneth A. Coney(2004). Consumer behavior:building marketing strategy (9th ed.). McGraw Hill Company.
19.Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18(4), 416-427.
20.Dobni, D., & Zinkhan, G. M. (1990). In search of brand image - a foundation analysis. Advances in Consumer Research, 17, 110-119.
21.Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12, 85-90.
22.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
23.Ebert, R. J., & Griffin, R. W. (2005). Business essentials(5th ed.). Pearson Education Taiwan Ltd.
24.Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2001). Consumer behavior(8th ed.). Harcourt Broce Joranovich College Publishers:The Dryden Press.
25.Engel, J. F., Miniard, P. W., & Roger D. Blackwell (2007). Consumer behavior(10th ed.).
26.Fredericks, J. O., & Salter, J. M. (1998).What does your customer really want?. Quality Progress, 63.
27.Gardner, B. B. a. S. J. L. (1955). The product and the brand. Harvard Business Review, 33, 33-39.
28.George, S. L., & Charles, W. L., Jr. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350.
29.Grewal, D., Jerry Gotlieb, and Howard Marmorstein. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research,(21), 145-153.
30.Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
31.Hartley, S. W., & Cross, J. (1988). How sales promotion can work for and against you. Journal of Consumer Marketing, 5(3), 35-42.
32.Heskett, J. L., Sasser, W. E. J., & Hart, C. W. L. (1990). Service breakthroughs: Changing the rules of the game. New York: The Free Press.
33.Ismail, H., & Khatibi, A. (2004). Study of the relationship between perception of value and price and customer satisfaction: The case of malaysian telecommunications industry. Journal of American Academy of Business Cambridge, 4(1/2), 309-313.
34.Johnson, M. D. (1984). Consumer choice strategies for comparing noncomparable alternatives. Journal of Consumer Research, 11, 741-753.
35.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1),1-22.
36.Keller, K. L. (2003). Strategic brand management─building, measuring, and managing brand equity. Pearson Education Internatonal.
37.King, M. (2006). Brand is your trump card. Prospect Books Co., Ltd.
38.Kotler, P., & Pfoertsch, W. (2006). B2b brand management. Springer Verlag.
39.Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19.
40.Monroe, k. B. (1990). Pricing:making profitable decisions (7th ed.). McGRAW-HILL International Editions.
41.Olshavsky, R. W. (1985). Perceived quality in consumer decision making:an integrated theoretical perspective. Perceived Quality.
42.Park, C. W., Jaworski, B. J., & Macinnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.
43.Perry, A., & Wisnom III, D. (2002). Before the brand:creating the unique DNA of an enduring brand identity. McGraw-Hill, New Work.
44.Petrick, J., & Backman, S. (2001). An examination of golf travelers' satisfaction, perceived value, loyalty, and intentions to revisit. Tourism Analysis, 6(3/4), 223-237.
45.Quelch, J. A. (1989). Sales promotion management. Englewood Cliffs, N. J. : Prentice-Hall, Inc.
46.Raghubir, P., & Corfman, K. (1999). When do price promotions affect pretrial brand evaluations?. Journal of Marketing Research, 36(2), 211-222.
47.Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. The Journal of Marketing, 58(4), 28-36.
48.Rogers, T. M., Kaminski, P. F., Schoenbachler, D. D., & Gordon, G. L. (1994). The effect of country-of-origin information on consumer purchase decision processes when price and quality information are available. Journal of International Consumer Marketing, 7(2), 73-109.
49.Russo, E. J. a. E. J. J. (1980). What do consumers know about familiar products?. In Advances in Consumer Research, 7.
50.Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior(7th ed.). Prentice- Hall.
51.Schiffman, L. G., & Kanuk, L. L. (2001). Consumer behavior. Prentice Hall, Inc, A Pearson Education Company.
52.Sheth, J., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. South-Western Publishing Co., Cincinnati, OH.
53.Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects integrated marketing communications(4th ed.). Harcourt Brace Chicago:Dryden Press.
54.Shimp, T. A. a. W. O. B. (1982). Warranty and other extrinsic cue effects on consumers' risk perceptions. Journal of Consumer Research(9), 38-46.
55.Smith, S., & Wheeler, J. (2002). Managing the customer experience:truning customers into advocates. London: Prentice Hall.
56.Swait, J., & Sweeney, J. C. (2000).Perceived value and its impact on choice behavior in a retail setting. Journal of Retailing and Consumer Services, 7(2), 77-88.
57.Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
58.Szybillo, G. J., & Jacoby, J. (1974). Intrinsic versus extrinsic cues as determinants of perceived product quality. Journal of Applied Psychology, 59(1), 74.
59.Wheatly, J. J., Richard G. Walton, and John S. Y. Chiu (1977). The influence of prior product experience, price and brand on quality perception. Advance in Consumer Research(4), 72-77.
60.Wood, C. M., & Scheer, L. K. (1996). Incorporating perceived risk into models of consumer deal assessment and purchase intent. Advances in consumer research, 23, 399-404.
61.Woodruff, R. B. (1997).Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
62.Zeithaml, V. A. (1988). Customer perceptions of price,quality, and value:A means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.