本研究主要探討促銷訊息架構(正面訊息以及反面訊息)、折扣水準、產品價格，以及它們分別與促銷訊息架構的交互作用，對於消費者的效用和購買意願的影響。而消費者認知需求對促銷訊息的干擾效果也加以探討。由於要避免折扣水準與產品價格可能產生的交互作用，本研究以兩研究進行，研究一主要探討促銷訊息與折扣水準對消費者效用的影響，研究二則著重在促銷訊息與產品價格的影響，研究結果如下所述:

研究ㄧ指出：
1. 促銷活動提供的折扣會正向影響消費者效用。折扣越高，效用越大。
2. 促銷訊息架構對於消費者效用也有顯著影響，正面訊息較能激起消費者較高的效用。
3. 促銷訊息對於折扣水準的交互作用並不顯著，並顯示效用主要來自於折扣水準高低。
4. 對於認知需求低的消費者，正面訊息較能引起較高的效用；對於認知需求高的消費者，正面或負面訊息則是引起相同的效用。

研究二指出：
1 消費者預期價格對於效用有顯著影響，當價格在消費者預期之內，消費者效用提高，若價格在其預期之外，效用則明顯降低。
2 當價格都在消費者預期之內時，較高價的產品使用反面訊息來促銷，會使消費者效用明顯地提高；較低價的產品使用正面訊息促銷，也能使效用提高。

關鍵字：促銷訊息、正反面訊息、折扣水準、產品價格、消費者效用、購買意願

This research attempts to investigate how message framing, discount level, product price level, their interactions effect, and the moderating effect of consumer’s need for cognition on consumers’ utility and purchase intentions. The research is conducted by two studies. Study 1 adopts a 2 (gain-framed versus loss-framed message) × 2 (high versus low discount level) factorial design, and study 2 also adopts a 2 (gain-framed versus loss-framed message) × 2 (high-priced versus low-priced product) factorial design. The hypotheses are tested by MANOVA and regression analyses.
Study 1 demonstrates that discount level are positively influential to consumers’ utility (TU and AU) and purchase intentions. Message framing also affects TU and AU, and gain-framed messages are more effective than loss-framed messages. The interaction effect between message framing and discount level is not significant. Moreover, respondents’ who confront with gain-framed message tend to have more TU then loss-framed message when their NFC are low. Study 2 shows that consumers’ expected product price is influential on their TU and AU. The price that is beyond their expectation results in much lower utility. Within the price range they expect, the higher-priced products raise consumers’ utility when using loss-framed message messages rather than gain-framed. The interaction between message framing and their price level is significant.

Keywords: message framing, discount level, product price, transaction utility, purchase intentions

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