近幾年隨著咖啡連鎖店的興起，國內咖啡市場的競爭日漸激烈。面臨產業競爭激烈的環境之下，業者積極使用各種促銷方式來增加消費者購買產品的意願。對消費者而言，價格的降低會使其支付的金錢減少，亦即其所作的犧牲減少了。但消費者是否會因為價格的降低而影響對產品的知覺價值？又在這種情況下是否影響消費者自身之規範性評估？
本研究對象為曾經購買咖啡連鎖店所推出之促銷活動的消費者，以網路問卷的方式蒐集資料，透過文獻探討針對促銷活動對規範性評估、知覺價值、品牌形象及購買意圖之變數建立因果關係模式，透過使用統計軟體進行敘述性統計分析、因素分析、信度分析、迴歸分析、變異數分析等方法，實證探討各構面之因果關係，並從中瞭解其管理意涵。
分析實證資料結果支持促銷活動對規範性評估、知覺價值有正向的影響關係模式。另外，規範性評估、知覺價值對購買意圖也有顯著的正向影響，而促銷活動會透過規範性評估及知覺價值的中介作用影響購買意圖。

In the last few years, the domestic coffee chain store's competition is intense day after day. To survive in this competitive environment, many promotion activities are launched in order to increase sales. Although, to consumer, price cut makes lower expenditure, does it also mean to decrease their sacrifice? Whether consumer affects their normative evaluation and perceived value because of price cut?
This investigation takes consumers with experience of buying from promotion activities as the subjects of the study. We collect data through online questionnaire. This research bases on literature review create the cause-and-effect model of promotion activities, normative evaluation, perceived value and purchase intention. Through factor analysis, reliability analysis, regression analysis, structural equation modeling and MANOVA by the SPSS and AMOS, we probe into the cause-and-effect relationship of each construct in the research in order to have a close look at the management implication.
The empirical results indicated that positive paths exist on the chain of promotion activities with normative evaluation and perceived value. We also found that promotion activities would mediate purchase intention through normative evaluation and perceived value.

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