從過去許多研究得知，促銷對產品評價與購買意願具有影響是無庸置疑的。Bundle是一種採用產品組合方式販售的促銷方式，因此將中文稱為組合產品。然而，促銷雖然能讓消費者增加經濟誘因而購買，但卻會破壞消費者對產品與品牌的認知品質，並且可能導致不好的產品評價與品牌評價；而消費者在購買決策過程中，當接觸促銷訊息的評斷難度愈高，例如增加促銷情境的資訊，可降低消費者對非數值認知與產品負面評估的影響。本研究目的在將組合產品延伸至促銷時間上，主要擬以純羊毛衣為例，探討以下議題：
(1) 同質性與異質性組合產品方式與促銷時限做整合後，對消費者產品評價與購買意願之影響；亦即，所探討的影響包括，組合產品方式與促銷時限對產品評價與購買意願之個別直接影響、以及兩者交互作用後影響。透過實驗設計得知，組合產品與促銷時限對產品評價與購買意願之個別影響皆不顯著，兩者交互作用在時間限制下，對知覺價值有顯著影響；在數量限制下則無顯著影響。
(2)在組合產品與促銷時限之整合情境下，檢驗產品評價與購買意願間之關係。根據本研究顯示，在時間限制之下，產品評價之知覺價值對組合產品與時間限制的交互作用與購買意願具有中介作用。消費者對產品的認知價值在異質性組合產品搭配限時短的促銷情境，相較限時長的促銷情境則較低

According to the prior research, there is no doubt that promotion may affect consumers’ product evaluation and purchase intention. Bundling promotion is a kind of promotion ways which sell related products together. Even though promotion provides consumers with economic incentives, it also has side effects, such as the degradation of perceived quality or negative evaluations. In the purchasing decision process, companies may influence consumers by providing promotion. By doing so, companies can reduce the impact of nonnumeric knowledge and negative product evaluation. This thesis aims to extend bundle promotion with time effect; taking sweaters for example, the followings are the purpose of this research:.
The first purpose is to examine the effects of integrated bundle (heterogeneous or homogeneous) with promotion time on product evaluation and purchase intention; that is, the influence to be examined on product and purchase intention, including each effect of bundle and promotion time, and interaction effects.
Under this integrated bundle and promotion time scenario, the second purpose is to explore the relationship between product evaluation and purchase intention. The result indicates that product evaluation has significant mediating effect on time limitation, and heterogeneous bundle may cause consumers’ lower perceived value. Besides, the result also illustrates that short time limitation is effective than long-time limitation.

一、中文部分
林建煌、王旭民(1996)，脈絡線索對不同認知需求消費者之價格認知的影響，台大管理論叢，第7(1)期，頁1-30
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