企業競爭激烈的環境中，消費者面對琳琅滿目的促銷活動，究竟是如何的促銷組合才能吸引消費者？本研究將以兩項主要的變數來研究消費者的行為，分別為促銷工具(金錢與非金錢)，以及促銷活動中的受益對象(消費者本身與弱勢團體)，看看不同的促銷組合如何影響促銷效果，本研究的促銷效果將以購買意願以及品牌態度來衡量，消費者是否會實際購買產品的確重要，但對於要永續經營的企業來說，品牌態度一樣不可以忽略。
依據上述的兩個變數，本研究以實驗設計法進行，將對於四種促銷組合進行討論與分析，分別為給消費者折扣、送消費者贈品、捐錢給弱勢團體以及送禮物給弱勢團體，透過平面廣告的設計建立四種不同的情境，觀察消費者在不同的情境下對促銷方式的購買意願以及品牌態度，在實際的生活中，這幾種促銷方式是較常見的促銷方法，再加入一些變化，但都不會脫離這樣的形式。
研究結果顯示，不管受益對象為消費者本身或是弱勢團體，金錢性的促銷不只能增加購買意願，也能改善品牌態度，這個結果推翻了以往學者認為：金錢性的促銷方式雖能增加購買意願，但會降低消費者的品牌態度。同時也發現，面對學生族群可能較難以引誘其捐獻，因為其支配所得較低，所以消費行為較偏向價格導向，故善因行銷可能較無法激起學生族群的購買欲望。
本研究主要探討「金錢」與「非金錢」兩種促銷工具，以及促銷活動中的受益對象-「消費者本身」與「慈善或弱勢團體」，以往的研究都只限於單一領域的促銷效果帶來的效果，本研究主要貢獻為將受益對象及促銷工具做各種配對，進行細項的兩兩促銷組合的比較，研究其促銷效果的不同。和本研究的發現，將可指出未來相關研究的後續發展方向以及限制。

These days, consumers are living in a flood of frequent sales promotion practices. They encounter every day low price, seasonal price off, special price discount, free gift, buy one get one free, and other promotions in their daily lives(Promo Magazine,2010).Sales promotions have become more usual, more repetitive, and longer practices than before. Exploration of sales promotion effect has become one of the most popular issue to discuss in the study of marketing.
This study wants to examine what kind of promotion is the most effective. There were four kind of normal promotion: free gift for customer、discount、donation with cash and donation with gift. We found that no matter who get the benefit from the promotion, monetary promotion will be more effective than non-monetary promotion in purchase intention and brand attitude of consumers. And this conclusion is different to the past study which said that monetary promotion will determine the brand attitude.
The results indicate that monetary promotion can not only increase the purchase intention but also can improve the brand attitude. This study also compares two kind of promotion type one by one, so that company can choose the promotion type depend on which promotion activity the competitor use. And we found that it’s may probably harder to induce student to donation because of the limitation of disposable income. So we can’t use the cause-related promotion when our main customers are students.

目錄
論文審定 I
謝誌 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 研究目的與問題 3
第三節 研究流程 3
第二章 文獻探討 4
第一節 促銷活動 4
第二節 購買意願 18
第三節 品牌 20
第四節 展望理論-價值函數 24
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假設 26
第三節 研究變項之定義與衡量 31
第四節 實驗設計 33
第四章 資料分析與結果 37
第一節 樣本敘述 37
第二節 假說驗證 38
第三節 小結 55
第五章 研究結論與建議 57
第一節 研究結論 57
第二節 研究貢獻 59
第三節 研究限制 60
第四節 後續研究建議 61
參考文獻 62
附錄一 前測問卷 73
附錄二 正式問卷A 77
附錄三 正式問卷B 81
附錄四 正式問卷C 85
表目錄
表2-1 促銷活動定義 5
表2-2促銷活動的工具 7
表2-3 促銷工具性質分類表 9
表2-4 促銷工具金錢性與非金錢性之比較 12
表2-5 善因行銷的定義 15
表3-1 購買意願問項表 32
表3-2 品牌態度問項表 33
表4-1 抽樣樣本敘述 38
表4-2 促銷工具對於購買意願影響 39
表4-3 對於購買意願，促銷工具與受益對象的交互作用 40
表4-4 捐錢給弱勢團體 VS 給消費者折扣(變異數檢定) 40
表4-5捐錢給弱勢團體 VS 給消費者折扣(t檢定) 41
表4-6送贈品給消費者VS捐禮物給弱勢團體(變異數檢定) 41
表4-7 送贈品給消費者VS捐禮物給弱勢團體(t檢定) 42
表4-8 給消費者折扣VS送消費者贈品(變異數檢定) 42
表4-9 給消費者折扣VS送消費者贈品(t檢定) 43
表4-10 捐錢給弱勢團體VS捐禮物給弱勢團體(變異數檢定) 43
表4-11捐錢給弱勢團體VS捐禮物給弱勢團體(t檢定) 44
表4-12 給消費者折扣VS捐禮物給弱勢團體(變異數檢定) 44
表4-13給消費者折扣VS捐禮物給弱勢團體(t檢定) 45
表4-14 送消費者贈品VS捐錢給弱勢團體(變異數檢定) 45
表4-15送消費者贈品VS捐錢給弱勢團體(t檢定) 46
表4-16促銷工具對於品牌態度影響 46
表4-17 促銷工具對品牌態度的影響 48
表4-18 捐錢給弱勢團體VS給消費者折扣(變異數檢定) 48
表4-19捐錢給弱勢團體VS給消費者折扣(t檢定) 49
表4-20 給消費者贈品VS捐禮物給弱勢團體(變異數檢定) 49
表4-21 給消費者贈品VS捐禮物給弱勢團體(t檢定) 50
表4-22 給消費者折扣VS給消費者贈品(變異數檢定) 50
表4-23給消費者折扣VS給消費者贈品(t檢定) 51
表4-24 捐錢給弱勢團體VS捐禮物給弱勢團體(變異數檢定) 51
表4-25捐錢給弱勢團體VS捐禮物給弱勢團體(t檢定) 52
表4-26 給消費者折扣VS捐禮物給弱勢團體(變異數檢定) 52
表4-27 給消費者折扣VS捐禮物給弱勢團體(t檢定) 53
表4-28 給消費者贈品VS捐錢給弱勢團體(變異數檢定) 54
表4-29 給消費者贈品VS捐錢給弱勢團體(t檢定) 54
表4-30 研究結果整理 55
表5-1 研究結果如下 58
圖目錄
圖1-1 本研究之研究流程 3
圖2-1 價值函數 25
圖3-1 本研究之研究架構 26
圖4-1促銷工具對於購買意願影響 39
圖4-2對於品牌態度，促銷工具與受益對象的交互作用 47

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