實務上，常見眾多廠商採用價格折扣與增量優惠之促銷方式來提高消費者的購買意願，合適的促銷方式來為廠商帶來預期的效益。學術界在價格折扣與增量優惠之研究上，主要為提出理論說明為何一般而言，消費者較偏好增量優惠，而非價格折扣，此外，也有學者應用產品類型與心理變數來說明消費者在這兩種促銷方式的偏好選擇。而本研究則同時納入產品類型與調節焦點，來更深入探討對促銷方式的偏好選擇影響。
本研究以實驗設計法進行，操弄產品類型(搜尋品vs.經驗品)、調節焦點(預防焦點vs.促進焦點)與促銷方式(價格折扣vs.增量優惠)三項自變數，實驗一為2x2x2三因子混合設計，透過調節焦點情境設計來建立二種不同的實驗情境，產品類型與促銷方式則作為組內變數，實驗二為單因子設計，透過產品廣告設計建立二種不同的實驗情境，調節焦點則透過量表測量取得，來觀察消費者在促銷方式的偏好選擇。
研究結果指出，產品類型會影響到消費者對促銷方式的偏好選擇，購買搜尋品時，會偏好增量優惠；購買經驗品時，會偏好價格折扣。產品類型與調節焦點對促銷方式的偏好選擇存在交互作用，預防焦點的人在購買搜尋品時偏好增量優惠，購買經驗品時偏好價格折扣；促進焦點的人在購買搜尋品時偏好價格折扣，購買經驗品時則偏好增量優惠。

In practice, it is common for many companies to adopt price discount and bonus pack. A proper promotion type can increase consumer purchase and leads product sales. Research on price discount and bonus pack focuses on using theories to explain why consumers prefer bonus pack to price discount. Besides, some scholars examined how product type and psychological variables moderated consumer preference in promotion type. Our research considered product type and regulatory focus as the psychological variable simultaneously, and investigated the interactive influences of these two variables on promotion type preference.
The present study used experimental design contained three independent variables, product type (search goods vs. experience goods), regulatory focus (prevention focus vs. promotion focus) and promotion type (price discount vs. bonus pack). The first study was a 2x2x2 mixed design. Regulatory focus was primed while product type and promotion type served as within-subjects variables. The second study was a between-subjects design in which product type was manipulated and regulatory focus was measured.
The results indicate that product type can influence promotion type preference. Consumers prefer bonus pack for search goods, but prefer price discount for experience goods. Individuals with prevention focus prefer bonus pack for a search good, but prefer price discount for an experience good. Opposite results are found with individuals with promotion focus.

謝辭 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 前言 1
第二節 研究背景—分兩大主軸:價格折扣與增量優惠 1
第三節 研究動機 4
第四節 研究目的與問題 5
第五節 研究架構與研究流程 6
第二章 文獻探討 8
第一節 前言 8
第二節 促銷方式 8
一、對促銷方式偏好的相關研究 9
第三節 產品類型 12
一、產品類型對消費者行為的影響 13
第四節 調節焦點 14
一、長期性調節焦點 16
二、暫時性調節焦點 18
三、調節焦點適配性原則(Regulatory Fit) 18
第五節 小結 19
第三章 研究設計與方法 20
第一節 前言 20
第二節 研究假設與架構 20
一、產品類型對促銷效果的偏好選擇之影響 20
二、調節焦點對促銷效果的影響 20
三、產品類型與調節焦點存在交互作用 21
第三節 實驗的設計原理 25
一、實驗一的設計原理 25
二、實驗二的設計原理 25
第四節 前測 26
一、實驗一的事前準備 26
二、實驗二的事前準備 27
第五節 研究變數的操作型定義與衡量 27
一、實驗一 27
二、實驗二 32
第六節 研究設計 36
一、實驗一 36
二、實驗二 38
第七節 小結 39
第四章 研究結果分析 40
第一節 前言 40
第二節 實驗一 40
一、樣本背景資料 40
二、研究設計之檢驗 40
三、研究假設檢定 41
第三節 實驗二 46
一、樣本背景資料 46
二、研究設計之檢驗 47
三、研究假設檢定 48
第四節 小結 55
第五章 結論與建議 56
第一節 前言 56
第二節 研究結果討論 56
一、在面對不同促銷方式時，產品類型對促銷方式的選擇會有影響 56
二、在面對不同促銷方式時，調節焦點與促銷方式的選擇會有影響 57
三、在面對不同促銷方式時，產品類型與調節焦點對於促銷方式選擇影響上存在交互作
用 57
第三節 研究貢獻 58
一、理論貢獻 58
二、方法貢獻 58
三、實務貢獻 59
第四節 研究限制 59
一、調節焦點的操弄 59
二、調節焦點的衡量 60
三、選擇行為作為促銷方式選擇影響 60
第五節 未來研究建議 60
一、以其他變數當作促銷效果的衡量 60
二、考量價格折扣幅度與增量優惠幅度之影響 60
三、產品分類衍生出來的議題 61
四、價格促銷訊息包裝 61
五、個人差異變數 61
第六節 小結 61
參考文獻 63
附錄一 實驗一正式問卷 68
附錄二 實驗二正式問卷 82

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