促銷活動是目前台灣雜誌業的行銷主流。因此，本研究旨在探討社會網絡、品牌形象與規範性評估對購買意圖之影響 - 兼論促銷活動節制效果，以台灣雜誌業為研究對象。問卷發放時間為2008年5月10日至31日，共發出200份問卷，回收186份問卷，扣除填寫不完整之無效問卷共25份，共得有效問卷161份，問卷回收率為93.00%。

回收資料運用敘述性統計、因素分析、信度分析以及迴歸分析及進行分析，結果如下：
1.社會網絡與品牌形象分別對規範性評估有顯著正向的影響。
2.社會網絡與品牌形象分別對購買意圖有顯著正向的影響。
3.規範性評估分別對購買意圖有顯著正向的影響。
4.社會網絡與品牌形象透過規範性評估的中介效果顯著正向的影響購買意圖。
5.規範性評估會因為促銷活動的節制干擾效果對購買意圖產生顯著正向的影響。

Sales promotion has already become the mainstream in Taiwan Magazine Industry. These researches aims at the impact of social networks, brand image, and normative evaluation on the purchase intention - sales promotion as a moderating variable, and takes the bookstore in Taipei city as research objects. Two hundred questionnaires were sent out from 10 - 31 of May of 2008 and 186 questionnaires were returned, deducting 25 invalid questionnaires, 161 effective questionnaires were collected. The questionnaire retrieve rate is 93.00%. Descriptive statistics, factor analysis, reliability validity analysis and regression analysis have been applied in the retrieved materials, the result is as follows:
1.The social networks and brand image have significantly positive influence to normative evaluation.
2.The social networks and brand image have significantly positive influence to purchase intention.
3.The normative evaluation has significantly positive influence on purchase intention.
4.The social networks and brand image significantly positive influence purchase intention through normative evaluation as an intermediary.
5.The normative evaluation has positive influence purchase intention, because of the limited interruption of the ales promotion.

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