併購交易價格是估算賣方有形、無形資產，再加上賣方商譽所形成的，過往有關企業併購研究多是從賣方資產切入，較少探究買方資產，而在價格歧視理論中，以買方價值性、需求性及市場性來決定交易價格高低，故本研究是以價格歧視理論為基礎，探究買方品牌價值與併購交易價格關係，及買賣雙方國籍對買方品牌價值及併購交易價格的干擾關係。經過數據分析後，發現買方品牌價值對併購交易價格影響具有顯著性，國籍一致性在買方品牌價值與併購交易價格間並無顯著干擾關係，因此本研究的假說獲得部分支持，根據研究結果，提出理論與實務意涵。

M&A transaction prices are formed by estimating the seller’s tangible and intangible assets, coupled with the seller’s goodwill. In the past, most research on corporate mergers and acquisitions focused on the seller’s assets, and seldom explored the buyer’s assets. In the theory of price discrimination, the buyer’s value, demand and marketability determine transaction prices. Therefore, this study is based on price discrimination theory to explore the relationship between buyer’s brand value and M&A transaction prices, and the interference relationship between buyer’s brand value and M&A transaction prices caused by the nationality of buyers and sellers. After data analysis, it is found that the buyer’s brand value has a significant impact on the M&A transaction price, and nationality consistency has no significant interference relationship between the buyer’s brand value and the M&A transaction price. Therefore, the hypothesis of this research is partially supported. Based on the research results, it is proposed the implications of theory and practice.