近年來，隨著網路與電子商務的蓬勃發展，網路抽獎儼然已成為廠商最愛使用的促銷手段之一。本研究為探討網路抽獎的互動性、互補與目標品牌產品-獎項適配及人口統計變數對品牌評價的影響。透過2X2X2實驗法及採取網路問卷的方式，回收387份有效問卷並透過SPSS 17進行樣本資料統計分析。研究結果顯示：互動性與目標品牌產品-獎項適配會對品牌評價產生影響，互補品牌產品-獎項適配則無。人口統計變數中的性別與所得皆不會產生干擾作用。因此廠商應舉辦高互動性的網路抽獎活動，以及挑選高目標品牌產品-獎項適配的物品作為獎項，以提升整體品牌評價。研究提供廠商舉辦網路抽獎活動之實務建議。

With the rapid development of Internet and E-Commerce in recent years, online sweepstakes have become one of the most favorite promotion tools. This study discusses the brand evaluation on interactivity of online sweepstakes,the complement of brand product-prize fit,the goal of brand product-prize fit and online users’ demographics. This research adopts 2X2X2 experimental method and distributes online questionnaire, retrieving 387 samples and analyzing the data with SPSS 17.0. The results shows that the interactivity of online sweepstakes and the goal between the brand product and prize fit affect brand evaluation,but the complement of brand product-prize fit does not. Income and gender do not have moderating effect. Companies should held more highly interactive online sweepstakes and choose higher goal of brand product-prize fit product for prize.Thus,it will raise overall brand evaluation.This study therefore provides some practical advice to companies on online sweepstakes strategies in the future.

致謝 iii
中文摘要 iv
Abstract v
目錄 vi
表目錄 ix
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、研究步驟 4
第二章、文獻探討 5
第一節、促銷 5
一、電子商務與促銷 5
二、促銷的定義 6
三、促銷相關研究 9
第二節、網路抽獎 11
一、網路抽獎特質 11
二、網路抽獎的互動性 13
三、品牌產品-獎項適配 16
第三節、品牌評價 19
一、品牌態度 20
二、知覺品質 20
三、知覺價值 22
四、購買意願 23
第四節、人口統計變數 24
第五節、網路抽獎互動性、品牌產品-獎項適配、人口統計變數與品牌評價之關聯 26
第三章、研究方法 27
第一節、研究架構 27
第二節、研究假說 27
一、網路抽獎互動性 27
二、品牌產品-獎項適配 28
三、人口統計變數 30
第三節、研究變項與操作型定義 31
第四節、研究對象 33
第五節、研究程序 33
一、前測 33
二、正式施測 35
第四章、資料分析 37
第一節、描述性統計 37
第二節、信度分析 39
第三節、操弄檢定 39
第四節、研究假設分析 41
一、互補品牌產品-獎項適配實驗組 41
二、目標品牌產品-獎項適配實驗組 47
三、假設檢定結果 56
第五章、討論 59
第六章、結論 61
第一節、研究結果 61
第二節、研究貢獻 62
學術貢獻 62
實務貢獻 63
第三節、研究限制與建議 64
參考文獻 66
中文文獻 66
英文文獻 66
附件 79
附錄一、前測問卷 79
附錄二、抽獎網站1─Loreal男士洗面乳 85
附錄三、抽獎網站2─Yamaha機車 86
附錄四、抽獎網站3─HTC手機 87
附錄五、抽獎網站4─藝人─大嘴巴 88
附錄六、抽獎網站5─三星手機 89
附錄七、正式問卷 90

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