促銷活動是經常被使用的短期銷售誘因工具，被設計用來刺激消費者或經銷商，以產生較快速或更多特定產品或服務的購買。本研究希望藉由瞭解促銷方式與對品牌評價與購買意願的影響。本研究的主要目的：
1.不同的促銷方式對品牌評價和購買意願的影響效果。
2.不同的產品涉入程度下，不同的促銷方式對其品牌評價和購買意願的
影響效果。
3.不同促銷情境下，不同的促銷方式對品牌評價和購買意願的影響效果。

　　本研究以實驗設計之方式，進行2×2×4的實驗，本研究採三因子組間實驗設計。為2（促銷方式：價格促銷、非價格促銷）ｘ2（產品涉入程度：高涉入、低涉入）ｘ4（促銷情境：限量、限時、限時限量、不限制）的實驗設計。以南部大學在學學生為樣本實驗對象，產品以數位相機和速食麵分別代表高、低涉入，並透過變異數分析等資料分析工具驗證所提出之理論，探討促銷方式對消費者品牌評價與購買意願之影響。

　　經由分析實驗所得結果，本研究獲得以下結論：
1.不同的促銷方式對品牌評價和購買意願有顯著影響。
2.不同的產品涉入程度下，促銷方式對消費者品牌評價和購買意願有部分影響效果
3.不同的促銷情境下，促銷方式與品牌評價之關係部分有部分影響效果。

　　Sales promotion is usually a short-term selling cause tool; it excites consumers or retailing to bring faster and more product or service. This research wants to understand sales promotion affect brand evaluation and purchase intention. The main objectives are as followed: first, we want to know the ways of sales promotion have influences on brand evaluations and purchase intentions or not. Second, we want to know the considering different product　involvements, the ways of sales promotion have influences on brand evaluations and purchase intentions or not. Third, the considering different promotion situation, the ways of sales promotion have influences on brand evaluations and purchase intentions or not.
　　In this research, We investigate what kinds of effects, including main and interactive effects, the ways of sales promotion(price discount or premium) promotion situation(limited amount、limited time、limited amount and time、without any limits) product involvement(high or low)would have on brand evaluations and purchase intentions.According to MANOVA analysis, we have some findings as follows:
1. The ways of sales promotion have influences on brand evaluations and purchase Intentions.
2. Considering different product involvements, the ways of sales promotion have a portion of influences on brand evaluations and purchase Intentions.
3. Considering different promotion situation, the ways of sales promotion have a portion of influences on brand evaluations and purchase intentions.

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