以往研究皆顯示品牌形象和價格折扣對消費者知覺價值有正向影響，但亦有部分研究顯示過度的價格折扣反而會降低消費者對產品的知覺價值。因此本研究以此為出發，針對品牌形象與價格折扣對消費者購買意願之主要影響、衝動性傾向的人格特質干擾作用加以探討。採用2（高品牌形象、低品牌形象）x 2（價格折扣幅度高、價格折扣幅度低）的實驗設計。選擇智慧運動手錶做為研究標的。自變數為品牌形象與價格折扣，依變數為消費者購買意願，並以消費者本身的衝動性購買特質為干擾變數，針對以上各變數的關係加以探討。
研究結果發現，品牌形象與價格折扣之主要效果對購買意圖確實具有顯著影響，其中品牌形象對知覺價值是正向影響，而過度的價格折扣則對知覺價值產生負向影響，但並沒有發現消費者本身的衝動性購買特質對於價格折扣和知覺價值間有顯著影響。
根據本研究結果，消費者對產品品質的判斷和品牌及折扣方式具有密不可分的關係，即消費者主觀判定一個產品的品質時，除了單就品牌形象的高低來做判斷外，當廠商實施價格折扣促銷時，亦會改變消費者原先對於產品品質的主觀判斷。表示無論產品原先的品牌形象為何，當廠商欲進行促銷活動時，都應謹慎考慮促銷的方式和折扣程度，否則結果可能導致消費者對產品的品質產生質疑，反而違背了原先廠商欲進行促銷所欲達成的結果。

Previous studies have shown that both brand image and price discounts have a positive impact on consumers. However, some of the research on this topic has shown that excessive price discounts will reduce consumers’ perceived value of a product. Therefore, this study serves as a starting point for an examination of the effects of brand image and price discounts on purchase willingness, where impulsive personality traits are also explored. A 2 (yes, no brand) x 2 (discount price high and low) experimental design is used. The independent variables include brand image and price discounts, which are examined in relationship to the consumer willingness to buy. Individual consumer impulse buying traits are explored to determine their relationships to the above-referenced variables. The results suggest that the main effect of brand image on purchase intent does have a significant influence, which means there is a positive relationship between brand image and perceived value. The results also show there to be a negative effect on consumer perceived value when there is an excessive price discount on products. We did not find consumer impulse buying traits to have a significant influence in the context of price discounts. Therefore, this study suggests that industries should continue to focus on brand image management, with appropriate use of price discounts intended to stimulate consumer willingness to buy.

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