消費者購物時之購買意願與搜尋意圖通常決定於其所知覺之獲得獲值(perceived acquisition value) (Dickson & Sawyer, 1990)，而知覺獲得價值又決定於知覺產品品質 、實際支付價格、消費者之內部參考價格。本研究探討「參考價格」與「知覺品質」對消費 者知覺價值與購買意願之影響，其中除考量知覺品質、外部參考價格以及內部參考價格對知 覺價值的影響外，在外部參考價格的部份，同時納入合理低、合理高、誇大參考價格之相對 影響。本研究採用3（合理低、合理高、誇大參考價格）x2（低價、高價），以消費者之知 覺品質、內部參考價格、知覺交易價值、知覺獲得價值、購買意願、搜尋意圖作為內生構念 。研究結果顯示，(1)消費者在面對知名品牌產品時，其知覺品質並不會受到廣告參考價格 （市價）與售價之影響。(2)當消費者的知覺品質、廣告參考價格、廣告售價愈高時，其內 部參考價格會愈高。(3)當消費者的知覺品質、知覺交易價值愈高時，則其知覺獲得價值會 愈高；且當消費者的內部參考價格愈高時，其所獲得的知覺交易價值會愈高。(4)就學生消 費群而言，當其知覺獲得價值愈高，則購買意願愈高，但其搜尋意圖則不受知覺獲得價值的 影響。

　　　　　This research is aimed at exploring the possible effects of consumers' perceived quality and perceived value on their search and purchase intention. A3 (plausible-low, plausible high, and implausible-high reference price) x2(low and high selling price) between-subject factorial design is employed in our study. The results show that: (1)Advertised reference price and advertised selling price did not affect consumer's perceived quality significantly for famous brands. (2) Consumer's internal reference prices are positively affected by perceived quality, advertised selling price, and advertised reference prices. (3)Higher perceived quality or higher perceived transaction value results in higher perceived acquisition value. (4)There is a positive relation between perceived acquisition value and willingness to buy, but perceived acquisition value does not affect search intention.