本研究的主要目的在應用價格-知覺品質模式於速食業，以驗證該模式，並探討不同的促銷方式在知名速食連鎖店所產生的效果，以結構方程模式(SEM)為分析方法，檢定整個模式之配適度與各構面間之關係。研究結果顯示，資料與研究架構配適度良好，知覺品質對知覺價值有顯著的正向影響，知覺犧牲對知覺價值則有負向影響，知覺價值愈高，購買意願就愈強。此外，品牌聲譽與知覺廣告支出均顯著影響知覺品質，但價格對知覺品質的效果卻不顯著，顯示在強勢品牌及大量的廣告下，消費者對其產品品質已有一的認知，並不會因價格降低而懷疑品質，但因知覺犧牲的降低，進而提高知覺價值，影響購買意願。

The price-perceived quality model was extended to the context of fast food restaurant in this study. The purposes are to empirically test the model and to analyze the effects of different promotion strategies on consumer willingness to buy. Structural equation model was used to estimate the fit of the overall model and to analyze the relationship between variables. According to the results, data and the research model fitted well. Perceived quality significantly affected perceived value, whereas perceived sacrifice was negatively related to perceived value. Perceived value had a positive effect on the willingness to buy. Both brand reputation and perceived advertising spending significantly influenced perceived quality, while price had no effect on perceived quality, this result suggested that under strong brand reputation and advertisements, price promotion will not undermine perceived quality of the products, but will strengthen perceived value and purchase intention because of the lower perceived sacrifice.