近年來，隨著現在社會經濟發展越來越蓬勃，台灣的生活型態也逐漸跟著改變，都會式的生活模式已取代了以往台灣傳統社會的作息，也跟著演變出新興的消費型態。為了因應新型的消費型態，企業也發展出各式各樣的行銷方式來推銷自己的服務與產品。而促銷活動是經常被使用的一種短期銷售誘因工具，主要是透過提供短期的經濟誘因，來增加目標顧客或通路成員對特定產品或服務的購買意願。而當消費者面臨促銷活動時，心理層面也扮演了極為重要的角色，此心理 因素會直接或間接影響消費者的購買決策。因此，本研究主要探討消費者面對屈臣氏的促銷活動所產生的心理認知對其購買意願的影響狀況。故，本研究之研究目的為：
一、探討屈臣氏的促銷活動是否會影響消費者的知覺品質。
二、了解消費者內部參考價格與知覺交易價值之間的關係。
三、分析消費者知覺獲得價值與購買意願之間的關聯性。
四、研究消費者對促銷活動結果預期相反與購買意願之間的關係。
五、探討性別對於屈臣氏促銷活動的認知差異
本研究利用發放問卷的方式，針對屈臣氏實際的促銷活動來進行研究。研究結果發現：
一、屈臣氏的促銷活動對消費者的知覺品質有顯著影響。
二、消費者的內部參考價格對知覺交易價值有顯著影響。
三、消費者知覺獲得價值對購買意願有顯著影響。
四、消費者對促銷活動的結果與預期相反時會降低消費者的購買意願。
五、性別間對於屈臣氏的促銷活動的認知知覺並無顯著差異

In recent years, as the economy in Taiwan grown strongly, the lifestyles changed into a modern pattern, which had placed the traditional society. In the new, fashion, and modern lifestyles, here comes a new type of consumption. In order to adapt the new environment, marketers have developed many kinds of marketing skills to promote the services or products they provide. Therefore, sales promotions have been significantly over the years. Sales promotions are short-term incentives to encourage customers to make a purchase. As consumers are exposed to the sales promotions, their perceptions of the sales promotions play an important role in leading consumers to make purchase decisions. In sum, the purpose of this research is to discuss the relation between sales promotions and the purchase likelihood; we also try to explain how the cognition from consumers impacts their purchase likelihood. Thus, the following are our purpose:
1. To evaluate whether the sales promotions from Watsons can affect the quality perception of consumers.
2. To understand the relation between the internal reference price and perceived transaction value.
3. To analyze the relation between perceived acquisition value and purchase likelihood
4. To explore how the purchase likelihood change when the anticipation of sales promotions fail.
5. Discuss the differences of cognition toward sales promotions in Watson within genders.
In this research, I administered a questionnaire to explore the data from 223 participants. The findings are as followed:
1. The sales promotions from Watsons have significant impacts on quality perception of consumers.
2. Consumers’ internal reference price has significant impacts on perceived transaction value.
3. Perceived acquisition value have significant impacts on purchase likelihood
4. The failure of anticipation toward the sales promotion will decrease consumers’ purchase likelihood.
5. There’s no difference of cognition toward sales promotions within genders.

誌謝 ...................................................................................................................................i
中文摘要 ........................................................................................................................... ii
Abstract ............................................................................................................................. iii
目錄 .................................................................................................................................. v
表目錄 .............................................................................................................................. vi
圖目錄 ............................................................................................................................ viii
第一章 緒論 .............................................................................................................. 1
第一節 研究背景與動機 .................................................................................. 1
第二節 研究目的 .............................................................................................. 4
第二章 文獻探討 ...................................................................................................... 5
第一節 促銷的理論與分類 .............................................................................. 5
第二節 知覺品質與知覺價值 .......................................................................... 9
第三節 預期情緒 ............................................................................................ 16
第四節 購買意願與其他變數之間的關係 .................................................... 18
第五節 文獻評述與小結 ................................................................................ 20
第三章 市場產業分析與個案公司描述 ................................................................ 21
第一節 藥妝產業分析 .................................................................................... 21
第二節 屈臣氏個案描述 ................................................................................ 25
第四章 研究方法 .................................................................................................... 35
第一節 研究架構與假說 ................................................................................ 35
第二節 操作型定義 ........................................................................................ 39
第三節 實證計畫 ............................................................................................ 44
第五章 資料分析與結果 ........................................................................................ 49
第一節 信度分析 ............................................................................................ 49
第二節 有效樣本分析 .................................................................................... 52
第三節 各變數間的交叉分析 ........................................................................ 58
第六章 結論與建議 ................................................................................................ 73
第一節 研究結論 ............................................................................................ 73
第二節 研究貢獻 ............................................................................................ 76
第三節 管理意涵 ............................................................................................ 77
第四節 研究限制與未來研究建議 ................................................................ 79
參考資料 ........................................................................................................................ 81
附錄 ............................................................................................................................... 90

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