臺灣博碩士論文加值系統

本研究使用2 × 2 × 2實驗設計的方式，探討促銷方式及促銷誘因是否會影響消費者的購物意願。另外，針對訊息架構的干擾效果進行探討。本研究發現促銷類型對於消費者購物意願之影響確實會受到訊息正反性之干擾，不論在正或反面訊息情況下進行促銷，促銷類型均會對消費者購買意願造成影響。在正面訊息情況下，非金錢促銷之消費者購買意願會高於金錢促銷之消費者購買意願；反面訊息情況下，非金錢促銷之消費者購買意願會低於金錢促銷之消費者購買意願。

This study conducted 2 × 2 × 2 experimental design, including two independent variables (sales promotion and promotion incentive) and one moderator (message framing) ,and discussed their effect on consumers’ purchase intentions. The researcher found that different types of sales promotion practice do have an effect on the consumer’s motivation to buy the product, no matter if the promotion contains positive or negative message. Under the positive side, the consumers under non-monetary promotion will have a larger motivation and determination to buy the product when compare to the consumers who are under the monetary promotion practice. On the negatively messaged side, the consumers under non-monetary promotion will have a little or no motivation to buy the product when compare to the consumer who are under the monetary promotion practice.

ENGLISH ABSTRACT. . . . . . . . . . . . . . . . . . . .i
CHINESE ABSTRACT. . . . . . . . . . . . . . . . . . . .iii
ACKNOWLEDGEMENTS. . . . . . . . . . . . . . . iv
TABLE OF CONTENTS. . . . . . . . . . . . . . . .v
LIST OF FIGURES. . . . . . . . . . . . . . . . vii
LIST OF TABLES. . . . . . . . . . . . . . . . viii

CHAPTER
I INTRODUCTION. . . . . . . . . . 1
1.1Research Background and Motivation. . . . . . 1
1.2Research Objectives. . . . . . . . . . . . . .5
IILITERATURE REVIEW. . . . . . . . . . . .6
2.1 Sales Promotion. . . . . . . . . . . . . 6
2.2 Promotion Incentive. . . . . . . . . .9
2.3 Message Framing. . . . . . . . . . . . .14
III RESEARCH METHODOLOGY. . . . . . . . . . . 20
3.1 Conceptual Framework. . . . . . . . 20
Chapter
3.2 Operational Definitions. . . . . . . . . . 21
3.3 Research Design. . . . . . . . . . . . . ..23
IVDATA ANALYSIS AND INTERPRETATION. . . . . . .28
4.1 Reliability Analysis. . . . . . . . . . .28
4.2 Homogeneity of Variance Analysis. . . . . 28
4.3 Hypothesis Tests. . . . . . . . . . 29
V CONCLUSION AND SUGGESTIONS. . . . . .36
5.1 Research Conclusion. . . . . . . . .36
5.2 Research Limitations. . . . . . . . . .37
5.3 Directions for Future Research. . ..38
5.4 Implication. . . . . . . . . . . . . . 39
BIBLIOGRAPHY. . . . . . . . . . . . . .. .40
APPENDIX. . . . . . .. . . . . . . . . 44
VITA. . . . . . . . . . . . . . . . . . . .52
LIST OF FIGURES
Fig.1. Conceptual Framework. . . . . . . . . 20
Fig.2. Experimental Design Model. . . . .23

LIST OF TABLES
Table 1 Levence’s Test of Equality of Error Variance. . . . . . . . . . . . . .29
Table 2 Three-Way ANOVA Interaction Test. . . .30
Table 3 Estimates of Non-monetary and Monetary- Positive Message Framing......33
Table 4 Estimates of Non-monetary and Monetary- Negative Message Framing. . . . 34

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