在路上常看到人手一杯手搖杯，不管是冬天或是夏天都是取暖、解渴的好良伴，因此本研究以口感創意飲品專賣店為例子，取出決定手搖杯熱賣當中的幾項元素當做研究變數。其中包含了價格折扣的幅度以及商品名稱的創意度，最後再加上品牌知名度一共三種變數來作探討，本研究依據這三項變數來研究一杯飲品是否會讓消費者的知覺價值以及購買意願有所影響。故本研究將「價格折扣幅度」、「商品名稱創意度」、「品牌知名度」設定為自變數，以「開放學習性」的人格特質為干擾變數，衡量消費者對商品的「知覺價值」與「購買意願」是否有顯著性的差異。
　　本研究以台北某大專院校大學部某系學生為受試者，本研究前測先對價格折扣幅度以及商品名稱創意度先做施測，價格折扣幅度從5項折扣幅度中找出兩個折扣幅度分別是折扣幅度大以及折扣幅度小，而商品名稱創意度則是從16項飲品中選出2項飲品分別是商品名稱創意度高以及商品名稱創意度低，而後將正式問卷設計成兩組，分為兩種價格折扣幅度及兩種品名稱創意度，再將問卷打散，分發於受測者進行實驗，受測者對產品的品牌知名度、知覺價值與購買意願以及受測者本身的人格特質-開放學習性來做問項衡量。
　　經後續假設驗證，發現消費者面對不同「價格折扣幅度」、「品牌知名度」，其知覺價值、購買意願都有顯著差異，而「開放學習性」在價格折扣幅度大、商品名稱創意度低以及不同的品牌知名度，對知覺價值與購買意願具有干擾效果。

It’s common to see people on the street with cups of drinks. No matter, in summer or winter, these drinks are suitable for getting warm or being refreshed. Therefore, for this research, we have chosen "Gooddrink" beverage shop as our example. Among these drinks, we selected several factors, which are price discount level , creative product names and brand awareness to be the three variables for this study. This study will use these three variables to determine how they influence consumer’s perceived value and purchase intention for a cup of drink. This study searches for substantial differences between consumer’s perceived value and purchase intention of goods. The independent variables are price discount level, creative product names and brand awareness; the moderating variable is openness to experience.  

The research targeted a specific department students of a certain university in Taipei. This research first focus on price discount level and creative product names. Among five discounted prices we chose two prices regarding the level of the discount. In terms of creative product names we chose two among sixteen regarding the creative level. Then prepared the final questionnaire which has been divided in two different types and were dispersed to testers who determined the price discount level and creative product names, the test focus on brand awareness , perceived value and purchase intention to answer the questions. These questionnaires were edited in a way to also measure the tester openness to experience.

These analyses have found that price discount level’s and brand awareness’s influence on consumer’s perceived value and purchase intention is substantially different. The openness to experience influences perceived value and purchase intention only under the situation of high price discount level, less creative product names and distinctive brand awareness.

目錄
謝辭.....	I
目錄.....	V
圖目錄...	VII
表目錄...	VIII
		
第一章	緒論.....	.........1
第一節	研究動機..........1
第二節	研究目的.	.........4

第二章	文獻探討..........5
第一節	價格促銷..........5
第二節	價格折扣幅度......	8
第三節	創意..............13
第四節	品牌知名度........	17
第五節	人格特質..........	22
第六節	知覺價值..........27
第七節	購買意願..........32

第三章	研究方法..........	35
第一節	觀念性架構........	35
第二節	研究假設..........	37
第三節	研究變數定義與衡量.43
第四節	前測..............	46
第五節	正式問卷設計......	52
第六節	統計分析方法......	56

第四章	研究結果方法......	57
第一節	初步資料分析......	57
第二節	假說驗證..........	64
第三節	討論..............	69

第五章	研究結論與建議....	70
第一節	研究結論..........	70
第二節	研究貢獻與管理意涵.74
第三節	研究限制與後續研究建議.....	78

參考文獻...................	80
    附錄一　　前測問卷.....86
    附錄二    正式問卷.....88

圖目錄
	
圖 2-1 品牌知名度相關結構...19
圖 3-1 觀念性架構.......... 36

表目錄
表 2 1 創意相關文獻整理(按年代由遠到近排列).......14
表 2-2 品牌知名度相關文獻整理.....................21
表 2-3 人格相關文獻整理...........................22
表 2-4 五大人格特質各因素的意義...................25
表 2-5 五大人格特質構面...........................26
表 2-6 知覺價值相關文獻整理.......................29
表 2-7 購買意願相關文獻整理.......................34
表 3-1 假說彙整...................................42
表 3-2 手搖杯價格折扣幅度問卷.....................46
表 3-3 手搖杯價格折扣幅度問卷之性別分析...........47
表 3-4 手搖杯價格折扣幅度問卷分析-敘述統計........47
表 3-5 手機價格折扣幅度大小之選取.................48
表 3-6 手搖杯價格折扣幅度問卷分析-T檢定...........48
表 3-7 手搖杯商品名稱創意度問卷...................49
表 3-8 手搖杯商品名稱創意度問卷之性別分析.........49
表 3-9 手搖杯商品名稱創意度問卷分析-敘述統計......50
表 3-10 商品名稱創意度高低之選取..................51
表 3-11 手搖杯商品名稱創意度問卷分析-T檢定........51
表 3-12 本研究手搖杯文案..........................52
表 3-13 本研究問卷的填答問項設計..................53
表 3-14 知覺價值的衡量題項........................54
表 3-15 購買意願的衡量題項........................54
表 3-16 品牌知名度的衡量題項......................55
表 3-17 開放學習性的衡量題項......................55
表 4-1 本研究各組有效樣本結構彙整表...............57
表 4-2 本研究問卷信度分析結果.....................58
表 4-3 KMO與Bartlett檢定-知覺價值.................59
表 4-4 因素分析-知覺價值..........................59
表 4-5 KMO與Bartlett檢定-購買意願.................59
表 4-6 因素分析-購買意願..........................60
表 4-7 KMO與Bartlett檢定-品牌知名度...............60
表 4-8 因素分析-品牌知名度........................60
表 4-9 KMO與Bartlett檢定-開放學習性...............61
表 4-10 因素分析-人格特質-開放學習性..............61
表 4-11 次數分配表-品牌知名度.....................62
表 4-12 次數分配表-開放學習性.....................63
表 4-13 價格折扣幅度、商品名稱創意度、品牌知名度對知覺價值與購買意願之影響(一般線性模式-多變量分析)...........65
表 4-14 價格折扣幅度、商品名稱創意度、品牌知名度對知覺價值與購買意願之平均數以及標準差........................66
表 4-15 價格折扣幅度透過人格特質-開放學習性對知覺價值與購買意願的干擾關係之影響(一般線性模式-多變量分析).....67
表 4-16 商品名稱創意度透過人格特質-開放學習性對知覺價值與購買意願的干擾關係之影響(一般線性模式-多變量分析)...68
表 4-17 品牌知名度透過人格特質-開放學習性對知覺價值與購買意願的干擾關係之影響(一般線性模式-多變量分析).......68
表 4-18 本研究假說檢定結果表......................69

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