由於經濟不景氣，業者透過不同的促銷方式，提高消費大眾的購買慾，進而達到短期及更佳的營業額。針對服飾業而言，消費者通常是以知名度、品質等線索來判斷產品的好壞，所以本研究探討採行不同的促銷方式及品牌知名度是否會對品牌評價及購買意願產生不同的影響。
本研究以MANOVA、ANOVA及多元迴歸方式，以促銷方式及品牌知名度對品牌評價及購買意願做實證分析探討影響之關係。研究對象是針對在台灣及香港購買過ESPRIT服飾之消費者。樣本數分別為287人及252人。
台灣的研究結果如下：
1.不同的促銷方式會影響消費者的品牌評價。
2.品牌知名度對品牌評價呈部份顯著影響。
3.品牌評價對購買意願呈顯著影響。
4.品牌知名度對購買意願呈部份顯著影響。
5.不同的促銷方式會影響消費者的購買意願。
香港的研究結果如下：
1.不同的促銷方式會影響消費者的品牌評價。
2.品牌知名度對品牌評價呈顯著影響。
3.品牌評價對購買意願呈顯著影響。
4.品牌知名度對購買意願呈顯著影響。
5.不同的促銷方式會影響消費者的購買意願。

Because of economic recession, enterprises use different promotion ways to stimulate purchasing desires of people, and then reach short-term and better sales amount. In dressing industries, consumers usually judge the good or bad of a product by its brand awareness or quality. So this research discusses whether different promotion ways and brand awareness would have different effects on brand evaluation and purchase intentions or not.

MANOVA , ANOVA and multiple regression are used in this research to do the Empirical Analysis discussing the relationship between sales promotion, brand awareness, brand evaluation and purchase intentions. The research objects are the consumers who bought ESPRIT dresses in Taiwan and Hong Kong. the sample number respectively is 287 person and 252 people in Taiwan and in Hong Kong.

Taiwan of Taiwan as the following:
1.The ways of sales promotion have an effect on customers’ brand evaluation.
2.Brand awareness has a partial of influences on brand evaluation.
3.Brand evaluation has influences on purchase intentions.
4.Brand awareness has a partial of influences on purchase intentions.
5.The ways of sales promotion have effect on customers’ purchase intentions.

Results of Hong Kong as the following:
1.The ways of sales promotion have an effect on customers’ brand evaluation.
2.Brand awareness has influences on brand evaluation.
3.Brand evaluation has influences on purchase intentions.
4.Brand awareness has influences on purchase intentions.
5.The ways of sales promotion have effect on customers’ purchase intentions.

封面內頁
簽名頁
授權書 iii
中文摘要 iv
英文摘要 v
誌謝 vi
目錄 vii
圖目錄 x
表目錄 xi
第一章 緒論1
第一節 研究動機與背景1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 促銷活動的定義與分類5
第二節 品牌知名度 14
第三節 品牌評價18
第四節　購買意願28
第五節　各變項之間的關係30
第三章 研究方法34
第一節 研究架構34
第二節 研究推論與假設35
第三節 研究變數的操作性定義與衡量39
第四節 研究樣本45
第五節　資料分析方法45
第四章 研究分析與結果49
第一節 樣本結構分析49
第二節 信度分析51
第三節 人口統計變項對整體構面影響之分析52
第四節 促銷方式對品牌評價之影響61
第五節 品牌知名度與品牌評價之影響66
第六節 品牌評價與購買意願之影響71
第七節 品牌知名度與購買意願之影響72
第八節 促銷方式與購買意願之影響74
第九節 研究假設驗證結果75
第五章 結論與建議77
第一節 研究結論77
第二節 理論意涵80
第三節 實務意涵82
第四節 研究限制83
第五節 未來研究方向建議84
參考文獻85
附錄一94
附錄二97


圖目錄

圖1-1 研究流程圖4
圖2-1 促銷對象之分類8
圖2-2 消費者之內部價格標準19
圖2-3 知覺品質的組成25
圖2-4 消費者知覺價值的式子26
圖3-1 研究架構34
圖3-2 實證資料分析方法46

表目錄

表2-1 促銷活動的定義6
表2-2 消費者導向的促銷分類9
表2-3 促銷溝通工具11
表2-4 促銷工具的種類12
表2-5 Sales Promotion的差異14
表2-6 品牌評價的衡量構面27
表2-7 促銷方式對品牌評價之相關研究文獻30
表3-1 促銷分類40
表3-2 促銷活動的衡量問項41
表3-3 品牌知名度衡量問項41
表3-4 品牌評價衡量問項42
表3-5 變數衡量及衡量問項43
表3-6 購買意願的衡量問項45
表3-7 各項衡量變數之信度值47
表4-1 受訪之消費者人口統計分析49
表4-2 台灣問卷發放之份數51
表4-3 各構面之信度分析52
表4-4 不同性別的消費者在各構面上之差異分析表53
表4-5 不同職業的消費者在各構面上之變異數分析摘要表54
表4-6 不同教育程度的消費者在各構面上之變異數分析摘要表 55
表4-7 不同年齡的消費者在各構面上之變異數分析摘要表57
表4-8 不同所得的消費者在各構面上之變異數分析摘要表59
表4-9 不同地區別的消費者在各構面上之變異數分析摘要表60
表4-10 促銷方式1對品牌評價之單變項變異數分析摘要表61
表4-11 促銷方式2對品牌評價之單變項變異數分析摘要表(台)62
表4-12 促銷方式2對品牌評價之單變項變異數分析摘要表(香)63
表4-13 促銷方式3對品牌評價之單變項變異數分析摘要表64
表4-14 促銷方式4對品牌評價之單變項變異數分析摘要表(台)65
表4-15 促銷方式4對品牌評價之單變項變異數分析摘要表(香)65
表4-16(a)(b)(c) 品牌知名度對內部參考價格之迴歸分析模式摘要表66
表4-17(a)(b)(c) 品牌知名度對知覺品質之迴歸分析模式摘要表68
表4-18(a)(b)(c) 品牌知名度對知覺價值之迴歸分析模式摘要表70
表4-19(a)(b)(c) 品牌評價對購買意願之迴歸分析模式摘要表71
表4-20(a)(b)(c) 品牌知名度對購買意願之迴歸分析模式摘要表73
表4-21 促銷方式對購買意願之單因子變異數分析摘要表74
表4-22 研究假設驗證結果彙整75

一、中文部份
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黃家蔚(2004)。促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響。國立成功大學企業管理研究所碩士論文。
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