本研究採四因子組間實驗設計，為參考價格 ｘ產品種類 ｘ促銷情境 ×直效行銷的實驗設計。
此外，我們同時也檢驗直效行銷的干擾效果對產品種類產生的影響。這個結果指出參考價格對於消費者的購買意願有顯著的影響，直效行銷對參考價格之消費者購買意願的交互作用有顯著的差異，即指直效行銷具有干擾效果。

In this study, we used a reference prices* promotion situations* product types * shopping mode between-subjects experiment design to examine the effect of reference prices and promotion situations on purchasing intention. In addition, we also examined the moderating effect of TV/Online Shopping and product types. The results indicate that the reference prices significantly affect consumer’s purchasing intention. The interaction effects of reference prices and TV/Online Shopping have significant differences on purchasing intention. It means TV/Online Shopping have the moderating effect. We also find the product types have not the moderating effect.

ABSTRACT IN ENGLISH………………………………………………. iii
ABSTRACT IN CHINESE………………………………………………. iv
ACKNOWLEDGEMENT………………………………………………... v
LIST OF TABLE………………………………………………………….viii
LIST OF ILLUSTRATION……………………………………………….ix

CHAPTER
I INTRODUCTION 1
Research Background and Motives 1
Research Range.. .……..………………………………………………………………4
Research Objectives 5
Research Procedure…………………………………………………………..……….6
II LITERATURE REVIEW 7
Reference Prices 7
Promotion Situations 8
Direct Marketing .10
Product Types……..………………………………………………………………….12
Purchasing Intention 13
III RESEARCH METHODOLOGY 15
Conceptual Framework …………………………………………………………….15
Research Hypotheses 17
Operational Definitions……………..……………………………………………….22
Experiment Unit ...………………….……….……………………………………….25
Experiment Product …...…..………………………………………………………...25
Experiment Design 26
Data Analysis Method .………………………………………………………………28
IV THE RESULT OF ANALYSIS 30
Variance Analysis 30
V RESEARCH CONCLUSIONS 35
The meanings of management 35
Limitations and Directions for Future Research .……………………………….. .37
BIBLIOGRAPHY 38
APPENDIX 43
VITA 80

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