近年來，贈品促銷在各產業中引起不小的騷動。促銷是多種可提供誘因來刺激消費產品或服務的行銷工具所組成的，在這些促銷工具當中，贈品佔有很重要的地位。這是一種非貨幣性的促銷方式，不同於一般所認知在價格上做調整的促銷手法。許多學者認為價格的促銷方式，長期可能對品牌造成負面的影響，而非貨幣性促銷的贈品促銷卻可提供給顧客在利益上的提升，而不是損失的減少。
　　雖然在實務上，贈品促銷是一種常見的手法，但目前國內外的相關研究卻相當缺乏。贈品促銷是一種具有多重功能的促銷方式，包括贈品的吸引力、與主產品之間的關聯性、直接或延遲贈品、價格的告知與否及免費或自償贈品等，都是運用贈品促銷時要相當注意的。雖然贈品可避免掉部分價格促銷造成的負面影響，但若運用不當時，還是可能會造成顧客的負面反應。所以本研究除了消費者對於贈品促銷的整體評價外，也試圖以知覺操作意圖來瞭解消費者對於促銷方式背後所隱含的意義。
　　本研究以2（吸引力高�低）x 2（配適度高�低）x 2（直接�延遲）x 2（價值告知�無告知）混合實驗設計之方式進行，贈品價值的告知和贈品的直接性作為組間設計（受試者間的設計between-subject factors），而贈品吸引力和贈品配適度則作為組內設計（受試者內的設計within-subjects factors），討論四個贈品自變數分別對顧客反應裡的整體評價和知覺操作意圖之影響。
　　研究結果發現：
1. 贈品吸引力高、配適度高及直接贈品對消費者整體評價都各有顯著的正面影響。
2. 吸引力與配適度有交互作用，配適度具有調節的效果。
3. 配適度與價值告知之間對整體評價有顯著的交互作用。
4. 吸引力、配適度及直接性對整體評價有顯著的交互作用。
5. 吸引力、配適度及直接性對知覺操作意圖有顯著差異。

Nowadays premium promotion has caused a stir in many industries. Sales promotion comprises a multitude of marketing tools designed to stimulate the purchase of goods and services by providing an incentive. Among those promotion tools, premium occupies a very important place. It belongs to non-monetary promotion which is different from the monetary one that we generally know. Many experts address that in long term, monetary promotion might have imposed negative impact on their own brand. However, premium promotion is one of non-monetary promotion, and it brings up consumers the “gains”, not the “reduced losses.”
The academic research on the subject in Taiwan or even in other countries is scarcely seen, although premium-based sales promotions are commonly used on marketing practice. It is a kind of multifunctional promotion tool. For example, attractiveness, the linkage with main product, immediacy, mention of value, and free/self-liquidating product etc. are needed to highly care about. Premium promotion may avoid some negative influences from price promotion. However, if marketers cannot operate premium well, it might still cause some problems. This study does not only discuss Consumers’ Overall Appreciation, but also try to find out Perceived Manipulation Intent beyond consumers.
This thesis is 2（high/low attractiveness）x 2（high/low perceived fit between the premium and the product）x 2（direct/delayed）x 2（mention/not mention of the premium’s value）mixed experiment design ANOVA. Mentioning the value of the premium and immediacy are between-subject factors and attractiveness and perceived fit between the premium and the product are within-subjects factors. The purpose of this study is the effect of four premium independent variables on Overall Appreciation and Perceived Manipulation Intent of Consumer Reaction.
The study shows:
1. High attractiveness, high product-premium fit, and direct premium all have significantly positive effects on consumer’s overall appreciation.
2. Attractiveness and product-premium fit has an interaction effect on overall appreciation, and fit is like a moderator.
3. Product-premium fit and mention of value has an interaction effect on overall appreciation.
4. Attractiveness, product-premium fit, and immediacy has an interaction effect on overall appreciation.
5. Attractiveness, product-premium fit, and immediacy has statistically significant on perceived manipulation intent.

誌謝……………………………………………………………………………Ⅰ
論文摘要……………………………………………………………………………II
英文摘要……………………………………………………………………………III
目錄………………………………………………………………………………V
表目錄………………………………………………………………………………VI
圖目錄……………………………………………………………………………VII
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
第三節　研究範圍與流程…………………………………………………………………4
第二章　文獻探討…………………………………………………………………6
第一節　促銷活動………………………………………………………………………6
第二節　消費者對免費的態度……………………………………………………………13
第三節　贈品促銷之分類…………………………………………………………………15
第四節　促銷活動之顧客整體評價和知覺操作意圖……………………………………24
第五節　贈品促銷與消費者反應…………………………………………………………28
第三章　研究方法………………………………………………………………37
第一節　研究架構……………………………………………………………………37
第二節　研究變項的定義…………………………………………………………………38
第三節　實驗矩陣研究設計及各變數的衡量說明………………………………………40
第四節　研究假設之建立…………………………………………………………………42
第五節　正式問卷前之前測及實驗對象…………………………………………………45
第六節　正式問卷之前測…………………………………………………………………48
第四章　資料分析與結果………………………………………………………………52
第一節　有效問卷之樣本結構……………………………………………………………52
第二節　信度檢定及因素分析……………………………………………………………54
第三節　操弄性檢驗………………………………………………………………………56
第四節　變異數分析………………………………………………………………………57
第五章　結論與建議……………………………………………………………68
第一節　研究結論………………………………………………………………………68
第二節　對行銷理論之涵意………………………………………………………………71
第三節　研究限制及對後續研究之建議…………………………………………………74
參考文獻…………………………………………………………………………76
附錄：問卷……………………………………………………………………82

一、中文部分

1. 王旭民，1995。參考價格建構方式、脈絡線索對消費者價格認知的影響，中央大學企研所碩士論文。

2. 朱家賢，2000。促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究，東吳大學企業管理研究所碩士論文。

3. 林詩晃，2003。紅利積點活動設計與點贈品偏好之關係－探討「顧客忠誠度」之干擾效果，國立交通大學經營管理研究所碩士論文。

4. 徐心怡，2000。消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討，元智大學管理研究所碩士論文。

5. 徐芳盈，2003。消費者對免費與自償贈品促銷組合之選擇意願與影響因素之研究，國立中央大學企業管理研究所。

6. 張漢宜，2005。「Yahoo!BB網路電話『無料』，NTT冒冷汗」，e天下雜誌，56期。

7. 陳世耀，2005。「0元消費時代-無料行銷藏什麼好料？」，e天下雜誌，56期。

8. 陳柏蓁，2004。百貨公司贈品促銷對消費者之影響－以台北市百貨公司為例，國立交通大學管理科學研究所碩士論文。

9. 黃俊英，1994。企業研究方法，台北：東華書局。

10. 黃麗霞，2002。贈品促銷型式對消費者的知覺價值與購買意願之影響，國立台灣大學商學研究所博士論文。

11. 黃麗霞與張重昭，2004。贈品促銷之價格呈現方式對促銷效果之影響，2004管理思維與實務學術研討會，台北：銘傳大學。

12. 夏心華，1996。促銷活動與產品涉入對品牌權益影響之研究，東吳大學企業管理研究所碩士論文

13. 劉美琪，1995。促銷管理－理論與實務，台北，正中書局。

14. 謝宛蓉，2005。「Kitty磁鐵，累積幸福感的0元行銷術」，e天下雜誌，56期。


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