研究者觀察台灣便利商店產業，發現各家業者常使用價格促銷來刺激產品的銷售來增加商店的獲利。各業者推出的價格促銷的折扣幅度相當，但是表現手法卻大不相同。本研究探討市場上常見的不同價格促銷表現方式對於消費者的購買意願造成的影響。並深入探究產品單價在價格促銷表現方式與購買行為之關係中所扮演的調節效果。本研究參考過去關於價格促銷表現方式的研究內容與台灣地區便利商店業者歷年來所舉行的價格促銷活動，挑選出七種價格促銷表現方式：原價A元-特價B元、原價A元-打C折、原價A元-特價B元-每件省D%、原價A元-特價B元-每件省E元、抽折數、原價A元-第F件G折、原價A元-買H送I作為研究對象。

本研究發現，便利商店經常使用的價格促銷表現方式確實會影響消費者的購買意願。而且價位高低不同的同類商品的價格促銷會引發消費者進行不同的思考促銷折扣方式，導致價格促銷表現方式對購買意願的影響會隨著商品的價位高低出現調節作用。根據研究結果顯示，當進行低價格商品促銷時，建議廠商可以使用原價A元-特價B元、抽折數或原價A元-打C折的價格促銷表現方式，來提升消費者的購買意願。當進行的高價格商品促銷時，則建議廠商可以使用抽折數、或原價A元-打C折或原價A元-特價B元-每件省D%的價格促銷表現方式，來提升消費者的購買意願。

The author observed that the convenient store industry in Taiwan. Dealers often use price promotions to increase profits of the stores. Dealers often launched the same price promotion discount rate of price promotions, but use the price promotion fornats in different way. This research investigated how the price promotion formats which are common used in convenient store market affect the consumer willingness to buy, and explore the moderating effects of product original price between the price promotions formats and consumer’s purchase intention.
The author selected seven price promotion formats as the research targets: Original price-Sale price, Original price-relative discount rate, Original price-Sale price-Saved%, Original price-Sale price-Saved $, Scratch and Save, Original price- relative discount rate in second product, Original price-Buy n pieces get one free.
This research found that the price promotion formats do affect consumers' purchase intention. When the consumers were in the face of same catogory but different price level of commoditities will lead consumers to think the promotion discount in different way. Resulting in the moderating effects of product original price between the price promotion formats and consumer’s behavior came up. For low-price merchandise, it recommended that dealers use Original price-Sale price, Scratch and Save or Original price-relative discount rate to enhance the consumers' purchse intentions. For high-price merchandise, it recommended that dealers use Scratch and Save, Original price-relative discount rate or Original price-Sale price-Saved% to enhance the consumer purchase intention.

論文審定書………………………...………………….…….. i
誌 謝………………………………...………………..……... ii
中文摘要……………………………...……………...……...iii
英文摘要………………………………...……………… ….iv
第一章 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
第二章 文獻探討………………………………….……....4
第一節 價格促銷…………………......………………….....4
第二節 展望理論 …………………......…………………....7
第三節 購買涉入程度…………………………………….11
第三章 研究方法……………………………..………….12
第一節 研究架構………………………………………….12
第二節 研究變數………………………………………….13
第三節 研究假說………....……………………………….18
第四節 研究方法………………………………………….31
第五節 前測…………………………....………………….33
第六節 分析方法………………………………………….40
第四章 實證分析……………………………......……….41
第一節 樣本敘述性統計…………………………....…….41
第二節 問卷信度分析…………………………………….43
第三節 研究假說驗證…………………………………….48
第五章 研究結論與建議………………………..……….68
第一節 研究結果與討論………....……………………….68
第二節 對於行銷實務的建議…………………………….73
第三節 研究限制………………………………………….75
第四節 未來研究建議…………………………………….76
參考文獻…………………………..……………………….77
附錄………………………..…………………………….....81

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