近日網路購物網站興起一種新的促銷方式—網路福袋，就實際觀察得知，網路福袋以優惠的折扣來吸引消費者，但福袋內的商品內容是不確定的，本篇研究目的主要即為探索為何消費者會購買商品內容未知的網路福袋以及什麼因素會影響他們的知覺價值及購買意願。根據組合產品(bundling)相關理論、屬性評估模式(attribute model)以及評估理論(appraisal theory)，本研究選定幾個可能的影響因子包含產品組合、折扣、知覺風險以及希望，這些因子的個別影響以及交互作用影響分別被推論，並採用實驗設計的實證方式加以佐證這些因子對於網路福袋的知覺價值以及購買意願的影響。
本篇研究的結果顯示:
1.在網路福袋的討論中，消費者認知到他們對於產品組合的控制能力、折扣以及知覺風險都對於消費者的知覺價值以及購買意願有直接的影響。
2.在網路福袋的討論中，消費者認知的產品組合控制能力、折扣以及知覺風險，兩兩分別對於消費者的知覺價值以及購買意願有交互作用的影響。
3.在網路福袋的討論中，消費者本身的”希望”對於產品組合的控制能力、折扣以及知覺風險的直接影響有加強或是減弱的干擾效果。

The main idea of this study is to explore a new on-line promotion activity, on-line Lucky bags, which similar bundling but with unclear product compositions. To examine the factors influence consumers’ buying decision to on-line Lucky bags, the conceptual model of this study is generated based on bundling theory, attribute model, and appraisal theory. Consumers’ perception of product composition controllability, discount, perceived risk, and hope are adopted as possible factors to discuss their influence of consumers’ perceived value and purchase intention toward Lucky bags. An empirical testing is utilized to identify how those factors impact consumers’ buying decision to on-line Lucky bags.
The results of this study indicated that the effects of perceived controllability, discount, perceived and hope are supported in different degree. Consumers perceive different level of value and purchase intention under different on-line Lucky bags’ conditions. High level of perceived controllability, discount make consumers perceive higher value and have more intention to buy, while high perceived risk impact consumers’ buying decision oppositely. The interactive effects of those variables are examined existent. Hope moderates the effects of perceived controllability, discount and perceived risk although it has direct effect, too. This study explains some reasons consumer buying unclear product composition bundling and provides a primary examination of on-line Lucky bags.

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