近年來隨著經濟迅速發展，國民生活品質不斷提高，使得零售產業中的主流百貨公司更加蓬勃發展進而帶動經濟成長，值得我們關注；另一方面，近年來許多大型百貨公司不斷設立，競爭也愈加激烈，因此業者為了贏得消費者的青睞，而使用各種促銷手法來吸引消費者。然而，傳統價格促銷方法似乎無法滿足消費者的期待，取而代之，如百貨公司內部所推出的折扣搭配的相關制度此種新型態的促銷方法。
在目前市場中，由於各家百貨公司裡設櫃的品牌重疊性高，且近年來，在台灣百貨業的促銷戰裡，各家百貨業者所推出的折扣幅度相當雷同，使得消費者雖然身處在不同的百貨公司裡，但同一時間接受到的價格折扣幅度相差無幾；或是，當消費者已確立欲購買之商品時，是否會因為各家百貨公司所推出不同新型態的折扣搭配制度而到某特定百貨公司消費等等，是一個值得探討的課題。有鑒於此，本研究的主要目的在於對百貨公司內部折扣搭配制度及商品促銷活動進行研究，探討這些促銷活動是否能吸引並帶給消費者不同的知覺價值與增加消費者的購買意願，達到發揮促銷效果的目的。並且進一步探討，不同消費者類型對百貨公司促銷制度與商品促銷活動之促銷效果間之關係。

本研究結果顯示：
1. 百貨公司促銷制度與商品促銷活動在促銷效果上有顯著差異。
2. 消費者類型在促銷效果上有顯著差異。
3. 在消費者類型方面，百貨公司促銷制度與商品促銷活動在促銷效果上有顯著差異。

With the reviving of the economy, our highly-improved life quality booms the department store''s and causes economic growth. It’s especially worthy of attention. Furthermore, many large department stores have been opened in the recent years and they do their best to promote in order to attract consumers. However, the traditional price promotion method is unable to satisfy consumer''s expect. The new pattern promotion method like the department store’s interior discount system replaces old one.

In present market, because various department store provide the brand overlapping high, and every department store which give the discount range is quite clossness, caused the consumer accept the same discount even in the different stores. Perhaps, when the consumer has established commodity to buy, whether they could go to specific department store because of the new pattern promotion method and so on, is topic which is worth discussing.Besides, I take the interior discount system of the department store and product promotion activities conducts the research, and discuss whether these promotions could attract and take customers different awareness value and increase consumer''s purchase will. Furthermore, I would discuss the relations of the different consumer type between the department store’s promotion system and product promotion activities on promotion effect.

The study shows:
1. The department store’s promotion system and product promotion activities has a distinct influence on promotion effect.
2. Consumer type has a distinct influence on promotion effect.
3. In consumer type, the department store’s promotion system and product promotion activities has a distinct influence on promotion effect.

目錄 I
表目錄 II
圖目錄 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 促銷活動 4
第二節 衝動型購買 10
第三節 購買意願 19
第四節 百貨公司產業特性與概況 20
第三章 研究方法與設計 25
第一節 研究架構與研究假設 25
第二節 研究變數操作性定義及衡量 29
第三節 問卷設計 31
第四節 研究對象與抽樣設計 34
第五節 資料處理與分析方法 35
第四章 資料分析與結果 37
第一節 樣本結構分析 37
第二節 信度檢定與因素分析 41
第三節 迴歸分析 44
第四節 研究假說檢定結果 57
第五章 結論與建議 58
第一節 研究結論 58
第二節 給業者建議 59
參考文獻 60
中文參考文獻 60
英文參考文獻 62
附錄－問卷 67

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