促銷活動是現今企業因應市場競爭環境，用來刺激消費者誘發購買該公司商品意願的一種手段。本研究希望藉由探討不同促銷方式對品牌偏好、口碑與持續使用意願之間的差異，改善目前數位網路電視業者所面臨的經營困境。研究主要目的為：
一、探討在3種不同價格促銷內容下，對顧客的品牌偏好、口碑及持續使用意願是否具有顯著差異?
二、探討在3種不同非價格促銷內容下，對顧客的品牌偏好、口碑及持續使用意願是否具有顯著差異?
三、探討在價格與非價格促銷方式下，對顧客的品牌偏好、口碑及持續使用意願是否具有顯著差異?
本研究採2x3的組間實驗設計，分別以2種促銷方式(價格促銷、非價格促銷)x3種依變數(品牌偏好、口碑與持續使用意願)之6種促銷內容模型進行問卷實驗，以苗栗以北之中華電信現有寬頻網路客戶為實驗對象，用中華電信MOD產品為標的，透過變異數分析等套裝資料分析軟體(SPSS)驗證所提出之假設，探討促銷方式對品牌偏好、口碑與持續使用意願的差異程度。
經由各種促銷內容的實驗回收問卷資料，分析結果獲得以下結論：
一、不同的價格促銷方式對品牌偏好、口碑與持續使用意願無顯著差異。
二、不同的非價格促銷方式對品牌偏好、口碑與持續使用意願無顯著差異。
三、不同的促銷方式(價格促銷/非價格促銷)對品牌偏好有顯著差異。
四、不同的促銷方式(價格促銷/非價格促銷)對口碑與持續使用意願無顯著差異；但實驗發現非價格促銷較受顧客青睞。

For businesses that face such a competitive market environment, promotion events are used as one of the means to stimulate consumers to induce their desires to buy the company’s products.  The purpose of this research is to improve the difficulties in operating business for digital television service providers by means of studying the differences produced to the brand preference, word of mouth and the desire of continuous usage by different promotion methods.  The main purposes of this research are as follows: 
1. Under three different types of price promotion contents, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed;
2. Under three different types of non-price promotion contents, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed; and 
3. Under three different types of non-price promotion methods, whether there is a significant difference existing among customers’ brand preference, word of mouth (viva voce) and desires of continuous usage is discussed;
This research adopts a 2x3 Intergroup Experimental Design, which uses two types of promotion methods (price promotion and non-price promotion) multiplying by three types of dependent variables (brand preference, word of mouth and the desire of continuous usage, i.e., six types of promotion content models, to proceed a questionnaire experiment. In the questionnaire experiment, the objects are the currently existing wide-band networking customers of Chunghwa Telecom living in the north of Maoli, and the subject matter is the MOD product of Chunghwa Telecom.  By testing the assumption via packaged SPSS softwares such as Analysis of Variance, the difference produced by the promotion method to brand preference, word of mouth and the desire of continuous usage is discussed.
According to the data collected from the questionnaires of various types of promotion contents, a result is produced by analyzing the data to obtain the following assumptions:
1. Different price promotion methods do not produce significant difference to brand preference, word of mouth and the desire of continuous usage.
2. Different non-price promotion methods do not produce significant difference to brand preference, word of mouth and the desire of continuous usage.
3. Different promotion methods (price promotion and non-price promotion) do produce significant difference to brand preference.
4. Different promotion methods (price promotion and non-price promotion) do not produce significant difference to brand preference, word of mouth and the desire of continuous usage. Specially, according to the experiment, it is realized that non-price promotion is more acceptable to customers.

謝　誌		I
中文摘要	II
ABSTRACT	III
目　錄		V
表目錄		VII
圖目錄		IX
第一章	緒論	1
第一節	研究背景	1
第二節	研究動機	4
第三節	研究目的	6
第四節	研究對象與範圍	7
第五節	研究流程	8
第二章	文獻回顧	10
第一節	促銷	10
第二節	品牌偏好	18
第三節	口碑	22
第四節	持續使用意願	27
第三章	研究方法	30
第一節	研究架構	30
第二節	研究變項之操作性定義與衡量	31
第三節	研究假設	35
第四節	實驗設計	36
第五節	前測及信度分析	38
第六節	問卷設計	39
第四章	實證分析與結果	40
第一節	樣本結構描述性統計分析	40
第二節	信度分析	46
第三節	變異數分析	48
第四節	價格促銷與非價格促銷在品牌偏好、口碑與持續使用意願的差異性分析	52
第五節	研究假設驗證結果	56
第五章	結論與建議	57
第一節	研究結論	57
第二節	實務上的行銷建議	59
第三節	研究限制	61
第四節	對後續研究之建議	62
第五節	研究貢獻	63
參考文獻	64
【中文部份】	64
【英文部份】	65
附錄-實驗問卷	72

 
表目錄
表 3 1品牌偏好問卷量表	32
表 3 2口碑問卷量表	33
表 3 3持續使用意願問卷量表	34
表 3 4本研究因子設計	36
表 3 5 六種情境假設表	37
表 3 6 前測可信度(Cronbach's α值)	38
表 3 7實驗設計問卷問項內容與衡量	39
表 4 1各組有效問卷回收統計分析	40
表 4 2各項人口變數結構統計分析	43
表 4 3各組人口變數結構統計分析(A~F組)	45
表 4 4各組變數問卷信度	47
表 4 5品牌偏好ANOVA檢定	48
表 4 6口碑ANOVA檢定	49
表 4 7持續使用意願ANOVA檢定	49
表 4 8品牌偏好ANOVA檢定	50
表 4 9口碑ANOVA檢定	50
表 4 10 持續使用意願ANOVA檢定	51
表 4 11 促銷方式在品牌偏好、口碑與持續使用意願之差異分析總表	51
表 4 12 品牌偏好 組別統計量	52
表 4 13 品牌偏好 獨立樣本檢定	52
表 4 14 口碑 組別統計量	53
表 4 15 口碑 獨立樣本檢定	53
表 4 16 持續使用意願 組別統計量	54
表 4 17 持續使用意願 獨立樣本檢定	54
表 4 18 價格促銷與非價格促銷方式的T檢定總表	55
表 4 19 研究假設驗證結果彙整	56

 
圖目錄
圖 1 1 本研究流程圖	9
圖 3 1 研究架構	30

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