促銷活動為零售商刺激消費者購買意願的重要工具，促銷活動的內容非常多元，包含價格折扣和贈品促銷等。因此不同促銷方式對於購買意願與品牌評價的影響與在不同情境下的效果是本研究欲探討的目標。本研究探討金錢促銷與非金錢促銷對於購買意願與品牌評價的影響，並以產品類別與績效風險為干擾變數。

本研究以實驗設計之方式來進行，有兩組2x2的實驗。為2(促銷方式:金錢性促銷、非金錢性促銷)x2(產品類別:儲存性產品與非儲存性產品與2(促銷方式:金錢性促銷、非金錢性促銷)x2(績效風險:低績效風險、高績效風險)的實驗設計。透過敘述統計、Cronbach’s α信度檢驗、t檢定和變異數分析來進行檢驗。

研究結果為不同的促銷方式對於購買意願與品牌評價並無顯著的影響。但是在不同的產品類別與績效風險下，促銷方式對與購買意願與品牌評價有部份的影響效果。

Promotion activities are important tools to stimulate consumers’ purchase intension. They are very diverse, including price discount, buy one get free one, etc. Therefore, the effects of different promotion types on purchase intention and brand evaluation in different situations are discussed in this research. It discusses the effects of money promotions and non-monetary promotions on purchase intention and brand evaluation, and moderating effects of product category and performance risk.

This research uses experiment design, including two sets of 2x2 experiments. It contains 2 (promotions: monetary promotions and non-monetary promotions) x 2 (product category: stock products and non-stock products and 2 (promotions: monetary promotions and non-monetary promotions) x 2 (performance risk: low performance risk and high performance risk) experiment designs. The research methodologies are descriptive statistics, Cronbach's α reliability test, t test and analysis of variance test.

The research results are that the influences of different promotions on purchase intention and brand evaluation are not significant. But product category and performance risk have portion moderating effects on purchase intention and brand evaluation.

一、中文部份
1.吳萬益 林清河（2002），企業研究方法 臺北市:華泰文化事業股份有限公 司。
2.李德治 童惠玲 (2009)，多變量分析:專題及論文常用的統計方法 臺北市: 雙葉書廊
3.陳正昌 程炳林 陳新豐 劉子鍵(2009)，多變量分析方法:統計軟體應用臺北 市:五南

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