對於消費者而言，價格促銷創造出一種經濟誘因，價格的下降代表了消費者為獲得產品或服務所必須支付的代價隨之減少，所以價格促銷成為最常見之刺激銷售量的短期銷售工具。然而另一方面，價格促銷卻可能成為一個負向的品質訊號時，因此，價格促銷背後之經濟誘因對於銷售量所帶來的正向影響可能會被此一負向的品質訊號所抵銷，甚至造成銷售量的下降。然而，價格與品質的正向關係並非一定成立，當某些外部因素存在時，價格促銷對於品質的負向影響將減少，使得價格促銷能夠帶來較大的效果。
此外，根據效用理論，決定消費者購買意願的包括了知覺獲得價值和知覺交易價值，其中知覺獲得價值為知覺利益和知覺成本的取捨，而知覺交易價值則是消費者內心認為公平的產品價格與實際付出價格間的差距，當知覺獲得價值和知覺交易價值越高，消費者之購買意願也越高。
因此，本研究以服務業中之海外套裝旅遊為研究標的，針對不同的價格促銷幅度（低折扣幅度、高折扣幅度）、不同的品牌知名度（低品牌知名度、高品牌知名度）及不同的資訊提供程度（低資訊提供程度、高資訊提供程度）採2×2×2 實驗設計方式，經問卷分析後得到以下結論：
1、 當價格促銷幅度愈低、品牌知名度愈高和資訊豐富程度愈高時，將消費者之知覺品質和內部參考價格將愈高。
2、 當消費者之知覺產品品質和知覺交易價值愈高，或知覺成本愈低時，則其知覺獲得價值愈高，當消費者之獲得價值愈高時，其購買意願愈高
根據本研究之結果，當品牌知名度較高時，價格促銷對於消費者之購買意願之提高將具有較大的效果，另一方面，行銷人員也可藉由提供消費者更多相關的資訊來避免價格促銷成為品質的負面訊號。此外，影響消費者之購買意願的最重要因素仍為知覺品質，因此對於廠商而言，致力於提高品質才是提高消費者購買意願的最有效方法。

To consumers, price promotion delivers economic incentive. Lower price means lower cost which consumers need to pay for products and services. That explains the reason that price promotion becomes a common short-term sales strategy. In the other hand, price promotion could be one negative signal to the quality. As a result, positive benefits in sales volume brought about by economic incentive of price promotion could be canceled out by the negative signal to quality, so far as to cause the decrease of sales volume. However, the positive relationship between prices and qualities is not necessarily tenable. When some outside factors exist, the negative effects which price promotion causes to the quality will be reduced. This will make price promotion work more effectively.

According to Transaction Utility Theory, consumers’ purchase intention depends on perceived acquisition value and perceived transaction value. Perceived acquisition value decides the percentage between perceived benefit and perceived cost. And perceived transaction value determines the difference between the fair price which consumers consider and the real price which they pay. The higher perceived acquisition value and perceived transaction value, the greater consumers’ purchase intention.

This research takes outbound package travel as the observation target and applies 2*2*2 experimental design method to analyze. The variables include price promotion range (fewer discount, larger discount); brand awareness (lower brand awareness, higher brand awareness) and information supply (shorter supply, richer supply). After taking questionnaires analysis, this research concludes:
1. When price promotion gets fewer, brand awareness higher and information supply richer, consumers’ perceived quality and internal reference price will be higher.
2. When consumers’ perceived quality gets higher, perceived transaction value higher, and perceived cost lower, their perceived acquisition value will become higher and so as their purchase intention.

Based on conclusions of this research, when brand awareness is higher, price promotion will produce more significant effect on raising consumers’ purchase intention. Secondly, marketing sectors can stop price promotion from becoming the negative signal to the quality by providing consumers with more related information. Thirdly, since perceived quality is the most important factor which will influence consumers’ purchase intention, enterprises should concentrate efforts on raising the quality for effectively stimulating consumers’ purchase intention.

目錄-----------------------------------------------------------------------------------------------I
圖次------------------------------------------------------------------------------------------- II
表次-------------------------------------------------------------------------------------------III

第壹章 序論----------------------------------------------------------------------------------1
第一節 研究動機------------------------------------------------------------------------ 1
第二節 研究目的------------------------------------------------------------------------ 3

第貳章 文獻探討-------------------------------------------------------------------------- 4
第一節 價格促銷---------------------------------------------------------------------------4
第二節 服務品質--------------------------------------------------------------------------10
第三節 知覺品質------------------------------------------------------------------------ 17
第四節 內部參考價格----------------------------------------------------------------- 27
第五節 知覺價值理論----------------------------------------------------------------- 29

第參章 研究方法------------------------------------------------------------------------ 44
第一節 研究架構與假設------------------------------------------------------------- 44
第二節 研究設計------------------------------------------------------------------------ 48
第三節 研究對象與前測---------------------------------------------------------------54
第四節 資料處理及分析方法------------------------------------------------------ 50

第肆章 實證分析--------------------------------------------------------------------------61
第一節 回收樣本之敘述性統計量----------------------------------------------- 61
第二節 問卷信度分析----------------------------------------------------------------- 63
第三節 研究假設驗證-------------------------------------------------------------------64

第伍章 研究結論與建議---------------------------------------------------------------78
第一節 研究結論--------------------------------------------------------------------------78
第二節 對於行銷實務之建議--------------------------------------------------------80
第三節 研究限制--------------------------------------------------------------------------81
第四節 未來研究方向-------------------------------------------------------------------82
參考文獻-----------------------------------------------------------------------------------83
附錄一：實驗分組之問卷情境-------------------------------------------------- 89
附錄二：研究問卷--------------------------------------------------------------------119

一、中文部分
李曉青，折扣比例、品牌形象和產品種類對知覺品質和知覺風險的影響，國立交通大學交通管理科學研究所碩士論文，民國89 年6 月。
周宇貞，知覺品質與參考價格對消費者知覺價值與購買行為之影響，私立東吳大學企業管理學系碩士論文，民國88 年6 月。
洪國輝，價格促銷之一致性,獨特性暨折扣幅度對品牌評價的影響，國立臺灣大學商學研究所碩士論文，民國89 年6 月。
陳瑩郿，價格促銷呈現方式對消費者商店選擇之影響-以連鎖藥妝店為例，國立交通大學管理科學系碩士論文，民國92 年6 月。
蔡鴻文，價格促銷頻率、幅度與外部參考價格對消費者行為的影響，國立臺灣大學商學研究所碩士論文，民國89 年6 月。
張重昭、周宇貞，知覺品質與參考價格對消費者知覺價值與購買行為之影響，企業管理學報，第45 期，民國88 年9 月，頁1-36。
張重昭、高麗文，參考價格對消費者行為之影響，中山管理評論，民國84 年3月，頁80-107。
謝千之，產品資訊情境、參考價格與知覺品質對消費者購買行為之研究，私立東吳大學企業管理學系碩士班碩士論文，民國89 年6 月。






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