在現今日趨激烈的市場競爭下，各家業者為了提升銷售量、吸引消費者，無不努力規劃可以促進買氣的各項活動，促銷的重要性日益突顯。近年來百貨業者競爭日趨激烈，為了吸引消費者不斷推出優惠的週年慶促銷方案，但究竟什麼樣的促銷活動最吸引消費者目光，對消費者的知覺價值及購買意願又會產生什麼影響。本研究欲探究的研究目的為：探討百貨公司及購物中心業者進行週年慶促銷活動時，在不同的促銷方式下，對消費者購買意願及知覺價值的影響；研究不同的消費者購物類型與促銷方案偏好與選擇之間的關係；分析不同的人口統計變數與促銷方案偏好與選擇之間的關係；最後則是希望透過此研究了解消費者對於百貨公司及購物中心促銷活動的看法。
本研究透過整理五種週年慶促銷活動，並根據研究目的發展問卷，透過紙本問卷及網路問卷進行發放問卷蒐集資訊，並針對至百貨公司及購物中心週年慶消費的消費者進行研究，藉由SPSS統計軟體進行統計分析，藉此了解消費者對於週年慶促銷活動的偏好與感受。
本研究共蒐集404份有效樣本，經由數據分析及統整後，本研究獲得以下結論：
一、當消費者面對不同的促銷方案其知覺價值及購買意願也不同。
二、價格促銷活動的購買意願高於非價格促銷。
三、消費者的促銷活動偏好與人口統計變數之間有關係。
四、不同的消費者購物類型有不同的促銷偏好。

Nowadays, market competition become more and more intense. Enterprises have different sales promotion to improve market sales and to attract consumers. Department store industry face increasing competition in recent years. They have to figure out the most efficiency sales promotion to attract consumers in annual sale.
By this research, we can get the information about which annual sales is most attractive for consumers. And we can also explore the relationship among sales promotion, perspective value and consumer purchasing intention. The main objectives are as follows:
1. To explore whether different sales promotion campaigns have different effect on consumer purchasing intention and perceived value in department store industry.
2. To study the relationship between different consumer shopper typology and the preference of sales promotion campaigns.
3. To analyze the relationship between population statistic valuables and the preference of sales promotion campaigns.
4. To understand the consumers’ view towards sales promotion campaigns in department store industry.
In this research, I collected five kinds of annul sales and developed questionnaire. I released paper questionnaire and on-line questionnaire, and surveyed people who ever went to annual sales of department stores and shopping mall. And I used the SPSS analysis software to get some information. In this study, I collected 404 sample, and after analyzed the questionnaire data, I have some findings as follows:
1.Consumers have different purchasing intention and perspective value when they face different sales promotion campaigns.
2.The purchasing intention of price-oriented promotions is higher than non-price oriented promotions.
3.There have a relationship between preference of sales promotion campaigns and population statistic valuables.
4.Different consumer shopper typology have different preference of sales promotion.

謝詞…………………………………………………………………………………i
中文摘要…………………………………………………………………………...ii
英文摘要……………………………………………………………………………iii
目錄…………………………………………………………………………………iv
圖目錄………………………………………………………………………………vi
表目錄………………………………………………………………………………vii

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

第二章 文獻探討……………………………………………………………… 3
第一節 促銷活動的相關文獻………………………………………………… 3
第二節 知覺價值的相關理論………………………………………………… 9
第三節 消費者分類相關理論………………………………………………… 13
第四節 購買意願的相關理論………………………………………………… 15
第五節 促銷方式、知覺價值與購買意願之關係…………………………… 17
第六節 文獻結論與評述……………………………………………………… 19

第三章 研究方法……………………………………………………………… 21
第一節 研究架構……………………………………………………………… 21
第二節 各變數操作型定義…………………………………………………… 23
第三節 問卷設計……………………………………………………………… 25
第四節 實證計畫……………………………………………………………… 28

第四章 資料分析與結果……………………………………………………… 31
第一節 信度與效度分析……………………………………………………… 31
第二節 有效樣本特徵………………………………………………………… 35
第三節 人口統計與最喜歡促銷方案之關係………………………………… 39
第四節 消費者購物類型……………………………………………………… 46
第五節 消費者類型與促銷偏好之關係……………………………………… 48
第六節 人口統計變數與促銷偏好之關係…………………………………… 50
第七節 受訪者最喜歡促銷方案與知覺價值之關係………………………… 59
第八節 受訪者最喜歡促銷意願與購買意願之關係………………………… 61

第五章 研究結論與建議……………………………………………………… 63
第一節 研究結論……………………………………………………………… 63
第二節 研究貢獻……………………………………………………………… 65
第三節 管理上的意涵………………………………………………………… 66
第四節 研究限制……………………………………………………………… 67
第五節 未來研究建議………………………………………………………… 68

參考文獻 ………………………………………………………………………… 69

附錄一： 百貨公司及購物中心產業分析……………………………………… 74
第一節 百貨公司及購物中心市場概述……………………………………… 74
第二節 百貨公司及購物中心年度各大活動………………………………… 77
第三節 百貨公司及購物中心促銷活動整理………………………………… 78
附錄二： 本研究問卷…………………………………………………………… 80

中文書籍
1. 周泰華，2012，行銷研究方法與個案，二版，滄海出版社。
2. 黃俊英，1997，行銷研究，台北:華泰書局。

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. 徐心怡(2000)，消費者促銷知覺價值與促銷偏好程度之研究-產品類別干擾效果之探討，元智大學管理研究所碩士論文
3. 黃家蔚(2004)，促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響，國立成功大學企業管理研究所碩士論文

英文書籍
1. Davidson, J. H. (1987), Offensive Marketing: How to Make Your Competitors Follow, 2nd edition, Farnham, England: Gower Publishing Company Limited.
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7. Monroe, K. B. (1990), Pricing: Making Profitable Decisions, 2nd edition, N.Y., NY: McGraw-Hill.
8. Monroe, K. B. and R. Krishnan (1985), The Effect of Price on Subjective Product Evaluation, Lexington, MA: Lexington Books.
9. Schiffman, L.G. and L. L. Kanuk. (2010), Consumer Behavior, 10th edition, New Jersey, NJ: Prentice Hall Inc.
10. Shimp, T. A. (1997), Advertising, Promotion, and Supplement Aspects Integrated Marketing Communications, 4th edition, Harcourt Brace Chicago, IL: Dryden Press.

英文文獻
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3. Bellenger, Danny N. and Pradeep K. Korgaonkar (1980), “Profiling the Recreational Shopper,” Journal of Retailing, Vol. 56(3), 77-91.
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7. Darden, William R. and D. Ashton (1974), “Psychographic Profits of Patronage Preference Group,” Journal of Retailing, Vol.50 (4), 99-112.
8. Darden, William R. and Fred D. Reynolds. (1971), “Shopping Orientations and Product Usage Rate,” Journal of Marketing Research, Vol.8 (4), 505-508.
9. Diamond, William D. and Robert R. Johnson (1990), “The Framing of Sales Promotion: An Approach to Clssification,” Consumer Research, Vol.17 (1), 494-500.
10. Dodds, W. B., K. Monroe, and D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28 (3), 307-319.
11. Folkes, Valerie and Rita D. Wheat (1995), “Consumer Price Perceptions of Promoted Products,” Journal of Retailing, Vol.71 (3), 317-328.
12. Garretson, Judith A. and Kenneth E. Clow (1999), “The Influence of Coupon Face Values on Service Quality Exceptions, Risk Perceptions and Purchase Intentions in the Dental Industry,” Journal of Service Marketing, Vol.13 (1), 59-70.
13. Gedenk, Karen and Scott A. Neslin (1996), “Heterogeneity and Purchase Event Feedback in Choice Models: An Empirical Analysis with Implications for Model Building,” International Journal of Research in Marketing, Vol.16 (3), 98-177.
14. Grewal, Dhruv, Kent B. Monroe, and R. Krishnan (1988), “The Effect of Price Comparison Advertising on Buyers’ Perception of Acquisition Value, Transaction value, and Behavioral Intention,” Journal of Marketing, Vol.62 (2), 46-59.
15. Huff, L. C. and D. L. Alden (1998), “An Investigation of Consumer Response to Sales Promotion in Development Markets: A Three-Country Analysis,” Journal of Advertising Research, Vol.38 (3), 47-56.
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17. Moore, David J. and Richard W. Olshavsky (1989), “Brand Choice and Deep Price Discounts,” Psychology and Marketing, Vol.6 (3), 181-196.
18. Ohanian, Roobina and Armen Tashchian (1992), “Consumer Shopping Effort and Evaluation of Store Image Attributes: The Roles of Purchasing Involvement and Recreational Shopping Interest,” Journal of Applied Business Research, Vol.8 (4), 9-40.
19. Parasuraman, A. and D. Grewal (2000), “The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda,” Journal of the Academy of Marketing, Vol.28 (1), 167-168.
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網頁
1. GO Survey 趨勢調查小組，2010，「百貨戰國時代來臨」,
http://www.gosurvey.com.tw/gosurvey/consumerTrend.do?sn=12b803129b9000005a35
2. 行政院主計處 http://www.dgbas.gov.tw/mp.asp?mp=1

其他
1.陶福媛，2012，「百貨業微利時代來臨，不折扣就不消費」，聯合報，11月20日