促銷可能增加消費者的購買意願的重要影響因素。本研究的主要目的是了解促銷的認知和消費者的購買意願之間的關聯。
本研究還調查了促銷的認知和消費者的購買意願之間的關係並以品牌評價，品牌熟悉度以及通路特性做為調節作用。本研究採用問券調查為基礎的研究方法，問券調查數據於2015年2月至3月份完成，總計有效樣本數共202份。這些分析表明銷售推廣的認知，對消費者的購買意圖顯著積極的影響。本研究結果還表明，通路特性對促銷的認知和消費者的購買意願之間的關係的調節作用。

Sales promotion an important influential factor that may increase consumer’s purchasing intention. The primary purpose of this study was to examine the association between sales promotion cognition and consumer’s purchasing intention. This study also investigated the moderating effect of brand evaluation, brand familiarity, and distribution channel characteristics in the relationship between sales promotion cognition and consumer’s purchasing intention. To address the primary aim, a questionnaire-based survey was used. The data were collected between February and March 2015. A total of 202 valid questionnaires were analyzed. These analyses suggest that sales promotion cognition has a significant positive influence on consumer’s purchasing intention. The results also indicate that distribution channel characteristics have a moderating effect on the relationship between sales promotion cognition and consumer’s purchasing intention.

目　錄

目　錄	I
表目錄	III
圖目錄	V
第壹章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	2
第三節	研究流程	3
第貳章	文獻探討	4
第一節	促銷活動認知	4
第二節 品牌評價	8
第三節 品牌熟悉度	9
第四節 通路特性	10
第五節 購買意願	12
第參章	研究方法	14
第一節	研究架構	14
第二節	研究假說	15
第三節 研究變數的定義與衡量	16
第四節 研究設計	20
第五節 分析方法	24
第肆章	分析結果	26
第一節	敘述性統計	26
第二節	構念效度分析	29
第三節	信度分析	31
第四節	相關性分析	31
第五節	干擾效果分析	34
第六節 研究假設驗證之結果	38
第伍章	結論與建議	41
第一節	研究結論	41
第二節	管理意涵	41
第三節	研究限制與後續相關研究建議	42
參考文獻	45
一、	中文部分	45
二、	英文部分	46
附錄	51

 
表目錄
表2-1 促銷定義相關文獻彙整	4
表2-2 促銷工具彙整	6
表2-3促銷活動之消費者利益分類	7
表3-1 促銷活動認知構面及問項	20
表3-2 品牌評價構面及問項	21
表3-3 品牌熟悉度構面及問項	22
表3-4 通路特性構面及問項	22
表3-5 購買意願構面及問項	23
表4-1 性別次數分配表	26
表4-2 年齡次數分配表	27
表4-3 教育程度次數分配表	27
表4-4居住地區次數分配表	27
表4-5年收入次數分配表	28
表4-6性別次數分配表	28
表4-7職業次數分配表	29
表4-8通路特性構面之因素分析	30
表 4-9各構面之信度分析表	31
表4-10 各構面之相關分析表	32
表4-11 促銷活動認知對消費者購買意願之層級迴歸分析表
(品牌評價為干擾變數)	35
表4-12 促銷活動認知對消費者購買意願之層級迴歸分析表
(品牌熟悉度為干擾變數)	36
表4-13 促銷活動認知對消費者購買意願之層級迴歸分析表
(商品豐富度為干擾變數)	37
表4-14 促銷活動認知對消費者購買意願之層級迴歸分析表
(購物方便性為干擾變數)	38
表4-15 本研究假設驗證之結果	40

 
圖目錄

圖1-1　本研究流程圖	3
圖2-1  知覺價值形成模式	12
圖3-1　研究架構圖	14
圖4-1  研究架構假設驗證	39

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