在各種行銷活動中，會員制度是企業經營的模式之ㄧ，故業者經常以顧客身份是否為會員來提供差異化或無差異化的促銷方式，以鞏固原有的會員或吸引新會員，但這些促銷方式是否會因顧客的身份不同而引發顧客知覺價格不公平且影響後續的行為意圖呢？因此，瞭解促銷方式與會員制對知覺價格不公平與後續行為意圖的影響，將有助於業者擬定促銷方案時，能全盤評估促銷所帶來的效益與其他影響。

　　本研究採用實驗設計來收集資料，有效樣本為209份，並以變異數分析與結構方程模式作為驗證假設的研究方法，所得之結論為：(1) 顧客處於對自己有利的促銷情境時，其所知覺的價格不公平低於處於對自己不利的促銷情境時。(2) 處於對自己不利的促銷情境時，會員知覺價格不公平大於非會員，且需付會費之會員知覺價格不公平大於無需付會費之會員。(3) 知覺價格不公平越高，則顧客會散佈負面的口碑和減少購買意願。(4) 顧客處於對自己有利的促銷情境時，其較願意與業者建立長期的交易關係。依據上述之研究結論，本研究提出之實務建議為：(1) 以會員制來區分顧客與以需、無需支付會費之入會方式來區分會員的業者應減少採用無差異化的促銷方式以避免會員知覺價格不公平。(2) 以會員制來區分顧客的業者可利用促銷方式來達到短期的效益，但也須注意其他的負面影響。(3) 業者應減少採用對顧客不利的促銷方式來避免顧客不與業者建立長期的交易關係。

　　Among various marketing programs, membership program is one kind of operation modes. In order to retain old members or attract new members, corporations always offer a differential promotion or nondifferential promotion which is based on customers’ identification. However, do these types of promotion cause negative effects on customers’ perceived price unfairness and subsequent behavioral intention? Hence, understanding the effects of promotion types and membership identification on perceived price unfairness and subsequent behavioral intention can help corporations estimate the overall effects of the promotion programs.

　　This study collects 209 valid data by using experimental methods and applies ANOVA and structure equation model to analyze the survey data. The conclusions of the study are as follows. First, customers will perceive less price unfairness when they are confronted with advantageous inequity compared to when they are confronted with disadvantageous inequity. Second, in the disadvantageous inequity condition, members perceived higher price unfairness than non-members and members perceived higher price unfairness in fee-paying membership than in free-paying membership. Third, the higher customers’ perceptions of price unfairness will result in reduce of their purchase intentions and make them spread negative word of mouth. Forth, when customers are confronted with advantageous inequity, they are willing to establish the long customer-firm relationships. This study proposes some suggestions. First, corporations which use membership to identify customers or use membership fee to identify members should rarely use nondifferential promotion to avoid customers’ perception of price unfairness. Second, corporations which use membership to identify customers can benefit in short-term by using promotion, but this approach will cause other negative impacts. Third, corporations should rarely use disadvantageous promotion to avoid customers from not establishing long customer-firm relationships.

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