近年由於經濟不景氣，使得消費者在購物時變得更加精打細算，廠商往往需
要藉由各種不同的促銷方式來吸引消費者購買。尤其當產品是我們生活息息相關的民生必需消費品時，促銷方式變得更是重要，因為不管景氣好壞或是物價高低，消費者都必須購買。本研究以民生快速消費品代表公司聯合利華為例，研究促銷方式對消費者購買意願和購買行為的影響。本研究之目的如下：
1. 了解聯合利華進行個人用品促銷活動時，不同的促銷方式下，對於消費者購
買意願和購買行為的影響。
2. 探討聯合利華進行個人用品促銷活動時，人口統計變項對於不同促銷方式的
影響。
3. 探討聯合利華進行個人用品促銷活動時，衝動性特質高低對於不同促銷方式
的影響。

本研究整理五種聯合利華個人用品促銷方式，並根據研究目的發展問卷，透過紙本問卷及網路問卷，針對曾經購買過洗髮乳、沐浴乳以及潤髮乳或是未來會去購買消費者進行問卷發放，並以SPSS 20統計軟體進行資料分析，，藉此了解消費者對於聯合利華個人用品促銷方式的購買意願與購買行為。

本研究結果顯示，性別對於不同的促銷方式有顯著的差異，男性較喜歡價格折扣的促銷方式；女性則喜歡搭贈互補品的促銷方式。另外，高衝動性購買特質的消費者較喜歡的促銷方式為搭贈互補品，低衝動性購買特質的消費者較喜歡的促銷方式為原產品增量。最後，高衝動性購買特質的人較易受到促銷方式而產生購買行為；而低衝動性購買特質的人較不容易受到促銷方式而誘發購買行為。

Consumers pay more attention on the price because of the financial recession these yeas. Companies need to provide various sales promotion to attract consumers to buy products. Sales promotions become more and more important especially when the products are relevant to our life because consumers have to buy them no matter in bad or good financial status. Therefore, this research uses personal products of Unilever as the subject to analyze the impact on purchasing intension and buying behavior with different sales promotion. The purposes of the research are as below:
1. To understand consumers purchasing intension in different sales promotions of
Unilever personal products.
2. To discuss the impact of different sales promotions on demographic variables of
Unilever personal products.
3. To discuss the impact of different sales promotions on impulsive trait of Unilever
personal products.
The research collects five sales promotion of Unilever personal products and to develop the questionnaire based on the research goal. To understand the consumers’ purchasing intension, the research focus on the consumers who had bought shampoo, body wash and conditioner or will buy in the future to fill out the questionnaire through the paper and cyber questionnaire and by conducting SPSS 20 to analyze data.
The result shows that gender will have different responses toward the different promotion types. Male prefer price discount, and female prefer complements promotion. Besides, high impulsive consumers prefer complements promotion, and low impulsive consumers prefer bonus pack. Also, high impulsive consumers easily tend to have purchase intention to buy products by sales promotion, and low impulsive consumers not easily tend to have purchase intention to buy products by sales promotion.

論文審定書…………………………………………………………………………….i
致謝……………………………………………………………………………………ii
中文摘要…………………………………………………………………………….. iii
英文摘要…………………………………………………………………………….. iv
目錄………………………………………………………………………………….. v
圖次………………………………………………………………………………..... vii
表次………………………………………………………………………………… .viii

第一章 緒論…………………………………………………………………………1
第一節 研究背景……………………………………………………………..…1
第二節 研究動機……………………………………………………………..…2
第三節 研究目的……………………………………………………………..…2

第二章 文獻探討……………………………………………………………………3
第一節 促銷之探討…………………………………………………………..…3
第二節 衝動性購買行為……………………………………………………..…6
第三節 衝動性購買特質之探討.…………………………………………..….13
第四節 購買意願之探討……………………………………………………....19
第五節 促銷方式、衝動性購買行為、衝動性購買特質與購買意願之關係.20
第六節 文獻小結與評述…………………………………………………….....22

第三章 研究方法…………………………………………………………………..24
第一節 研究架構……………………………………………………………....24
第二節 各變數操作型定義…………………………………………………....26
第三節 問卷設計……………………………………………………………....27
第四節 實證計畫……………………………………………………………....28
第五節 資料分析方法………………………………………………………....31

第四章 資料分析與結果…………………………………………………………..33
第一節 信效度分析…………………………………………………………....33
第二節 有效樣本特徵………………………………………………………....36
第三節 各構面之關係………………………………………………………....40
第四節 促銷方面與購買意願及購買行為之關係………………………..…..55

第五章 結論與建議………………………………………………………………..57
第一節 研究結論……………………………………………………………....57
第二節 研究貢獻……………………………………………………………....58
第三節 行銷實務上的意涵…………………………………………………....59
第四節 研究限制……………………………………………………………....60
第五節 未來研究建議………………………………………………………....61
參考文獻……………………………………………………………………………63
附錄一：本研究問卷……………………………………………………………...69

中文文獻
1. 王又鵬，1993，促銷活動對消費者購買行為影響之研究，國立政治大學企業管理研究所博士論文。
2. 林建煌，2005，「消費者行為中衝動性購買的前因與後果之模型探討」，商管科技季刊。6 卷1期：37-68.
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