臺灣博碩士論文加值系統

在促銷策略中，購買某項產品附贈一項以上贈品供消費者選擇是頗為常見的贈品促銷手法，且實務上廠商為了刺激消費者的購買，大多會提供較多的贈品讓消費者有更多的選擇機會。但是當可供選擇的贈品項目愈多時，消費者很可能會因為難以選擇而產生負面情緒，進而影響消費者的購買意願未能如廠商所預期提升，此時，如果消費者又面臨選擇衝突的情境，則前述的負面情緒可能會更為提高。此外，當消費者決定購買後，又接收到有關所放棄的贈品較佳或較差的績效資訊時，對消費者的情緒也可能會受到影響，惟仍有待進一步探討與驗證。不過，過去文獻對於上述有關贈品促銷活動的各種情形對消費者情緒的影響效果之探討較少，本研究為了釐清此議題，將進行研究加以探討，並將進一步探討情緒是否會對消費者對主要產品的購買意願產生影響。本研究期望透過研究結果，對贈品促銷的實務應用有所貢獻。
本研究採取實驗法進行因素的操弄，透過2*2*2因子實驗設計，獲得受測者在不同情境下的反應，並驗證本研究的假說。本研究主要結果發現：
一、當廠商提供給消費者選擇的贈品項目多時，消費者的正面的情緒會比贈品少時為高，負面情緒則比贈品少時為低。
二、當存在取捨衝突的情境時，消費者的正面的情緒會比不存在時低，負面情緒則比不存在時低。
三、當存在取捨衝突且贈品項目多時，消費者的正面情緒最低、負面情緒最高；當不存在取捨衝突且贈品項目少時，消費者的正面情緒最高、負面情緒最低，但部份未達到顯著差異。
四、消費者在贈品選擇的過程中產生的正面情緒愈高，購買意願愈高，負面情緒愈高，購買意願愈低。
五、消費者在獲知所放棄的贈品較佳的資訊時，消費者的購買意願對其負面情緒的影響效果較大。
六、消費者在獲知所放棄的贈品較差的資訊時，消費者的購買意願對其正面情緒的影響效果較大。

第一章 緒論
第一節 研究動機 1
第二節 研究問題 3
第二章 文獻探討
第一節 消費者情緒與促銷活動的概念 4
第二節 贈品項目多寡對消費者情緒的影響效果 13
第三節 取捨衝突情境與消費者情緒的關係 15
第四節 消費者情緒與購買意願的關係 17
第五節 所放棄贈品的績效資訊的干擾效果 19
第三章 研究方法
第一節 觀念性架構 24
第二節 研究假設 25
第三節 研究變數定義與衡量 28
第四節 實驗設計 30
第四章 研究結果分析與討論
第一節 資料分析 37
第二節 假說驗證 39
第五章 研究結論與建議
第一節 研究結論 50
第二節 對實務上的貢獻 52
第三節 研究限制 54
第四節 後續研究建議 54
參考文獻
壹、 中文部份 56
貳、 英文部份 58

附錄一 前測問卷 66
附錄二 正式問卷 71

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