摘 要
Abstract
Acknowledgement
List of Tables
List of Figures
Introduction
1.1 Background
1.2 Problem statement
1.3 Purpose of the study
1.4 Literature review
1.5 Research path
Model development and hypotheses
2.1 The proposed model
2.2 Price discount and perceived quality
2.3 Brand awareness and perceived quality
2.4 Product original price level and perceived quality
2.5 Perceived quality, perceived value and purchase intention
2.6 Perceived value and purchase intention
2.7 Summary
Methodology
3.1 Design
3.2 Experimental participants
3.3 Procedure
3.4 Measurement
3.5 Data analysis
3.5.1 Data analysis methods
3.5.2 Data analysis steps
3.6 Pretest
3.6.1 Small survey
3.6.2 Pretest results and analysis
3.7 Summary
Results
4.1 Reliability and validity of scales
4.1.1 The reliability of the scales
4.1.2 The validity of the scales
4.2 Main effects
4.2.1 The effects of price discount on perceived quality
4.2.2 The effects of brand awareness on perceived quality
4.2.3 The effects of original price on perceived quality
4.3 Interaction effects
4.4 Descriptive and reliability analysis
4.5 Regression analysis
4.6 Summary
Discussion
5.1 Price discount effects
5.2 Brand awareness effects
5.3 Original price effects
5.4 Interaction effects
5.5 Contributions of the study
5.5.1 Theoretical contributions
5.5.2 Practical contributions
5.6 Limitations of the study
5.7 Future research
Conclusion
References
Appendices
哈尔滨工业大学学位论文原创性声明及使用授权说明
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