本研究是在探討消費者在面對促銷型式時所受到的促銷效果是否會因調節焦點的不同而受到不同的影響。研究中所探討的促銷型式有加量促銷、價格促銷、贈品促銷與產品組合訂價四種。在調節焦點的部份，本研究分別探討了消費者的調節焦點長期傾向與短期傾向。
研究結果發現，不論是在長期傾向或是短期傾向的調節焦點都有一致的結果。促進焦點的個人在同時看到加量促銷與價格促銷時，會較偏好加量促銷；而預防焦點的個人在同時看到加量促銷與價格促銷時會較偏好價格促銷。促進焦點的個人在贈品促銷的情況下較容易受到吸引進而購買，預防焦點的個人則是在產品組合訂價的情況下才較容易受到吸引而購買。由研究得知調節焦點的促進焦點與促銷型式的加量促銷、贈品促銷達調節配適效果；調節焦點的預防焦點與促銷型式的價格促銷、產品組合訂價達調節配適效果。店家可運用此結論針對未來的促銷加以設計，將能強化促銷效果。

The purpose of this study is to investigate whether consumers of different regulatory focused types prefer different promotion types. The study discusses four promotion types: extra-product promotion, price promotion, premium, and bundle. For regulatory focus types, this study discusses both long-term and short-term term tendencies.

The results show that no matter for long-term and short-term tendencies, when consumers simultaneously saw the extra-product promotion and price promotion, extra-product promotion has stronger persuasion effects than price-promotion for promotion-focused consumers; whereas price-promotion has stronger persuasion effects than extra-product promotion for prevention-focused consumers. Furthermore, premium has stronger persuasion effects for promotion-focused consumers, and bundle has stronger persuasion effects for prevention-focused consumers.

目錄
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 4
第貳章 文獻探討 5
第一節 調節焦點理論 5
第二節 調節焦點理論在行銷領域之研究 10
第三節 促銷相關文獻 14
第四節 調節焦點理論與促銷類型 19
第參章　研究方法 21
第一節　實驗一 21
第二節　實驗二 24
第三節　實驗三 26
第四節　實驗四 28
第肆章 資料分析 31
第一節 實驗一 31
第二節 實驗二 36
第三節 實驗三 41
第四節 實驗四 44
第五節 實驗說明 49
第伍章 結論與建議 51
第一節 研究結論 51
第二節 對學術研究貢獻 53
第三節 行銷實務意涵 54
第四節 研究限制與未來建議 56
參考文獻 59
附錄一、問卷編碼 69
附錄二、實驗一問卷(0-1卷) 71
附錄三、實驗二問卷(0-2卷) 75
附錄四、實驗二問卷(0-3卷) 79
附錄五、實驗三問卷(1-1卷) 83
附錄六、實驗三問卷(2-1卷) 87
附錄七、實驗四問卷(1-2卷) 91
附錄八、實驗四問卷(2-2卷) 95
附錄九、實驗四問卷(1-3卷) 99
附錄十、實驗四問卷(2-3卷) 103

表目錄

表3-1-1 促進焦點/預防焦點傾向之量表 21
表3-1-2 實驗一問卷情境設計 23
表3-2-1 實驗二問卷情境設計 25
表3-3-1 實驗三問卷情境設計 27
表3-4-1 實驗四問卷版本說明 29
表4-1-1 實驗一樣本回收狀況表 31
表4-1-2 實驗一男女樣本比例表 31
表4-1-3 促進焦點/預防焦點傾向之量表 32
表4-1-4 「調節焦點」與「商店選擇」交叉分析 34
表4-1-5 實驗一商店吸引力之信度 34
表4-1-6 實驗一變異數分析 34
表4-2-1 實驗二樣本回收狀況表 36
表4-2-2 實驗二男女樣本比例 36
表4-2-3 實驗二各問項之信度 37
表4-2-4 實驗二多變量分析 38
表4-2-5 實驗二受試者間效應項的檢定 39
表4-3-1 實驗三樣本回收情況 42
表4-3-2 實驗三樣本性別比率 42
表4-3-3 實驗三「調節焦點」與「商店選擇」交叉分析 42
表4-3-4 實驗三「商店吸引力」之信度 43
表4-3-5 實驗三變異數分析 43
表4-4-1 實驗四樣本回收情況 45
表4-4-2 實驗四樣本性別比率 45
表4-4-3 實驗四各問項之信度 45
表4-4-4 實驗四調節焦點兩類別個數表 46
表4-4-5 實驗四多變量分析 46
表4-4-6 實驗四受試者間效應項的檢定 47
表4-5-1 實驗總整理表 49

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