由於市場競爭激烈，各手機通路商無不積極透過促銷的方式來加速顧客的購買行為。過去有相當多的文獻著重探討促銷活動對消費者購買行為的影響，但本研究針對錯過促銷之消費者，探討其錯過促銷後的知覺價格不公平。本研究欲探討不同促銷類型（降價促銷和贈品促銷）、折扣幅度、歸因廠商程度對錯過促銷的消費者之知覺價格不公平的影響，以及折扣幅度與促銷類型、歸因廠商程度與促銷類型對知覺價格不公平的交互影響，並進一步了解消費者錯過促銷後會引發何種負面情緒及負面行為意圖。
本研究的受測對象是大學生及研究生，藉由實驗設計方法模擬消費情境，資料分析方法採用變異數分析及結構方程模式，以驗證各項研究假設。本研究之研究發現如下：（1）相較於錯過贈品促銷，錯過降價促銷之消費者其知覺價格不公平較高。（2）折扣幅度高低並不影響消費者錯過促銷的知覺價格不公平。而且折扣幅度高低也不影響消費者錯過不同促銷類型之知覺價格不公平的差異。（3）歸因廠商程度越高，錯過促銷之消費者其知覺價格不公平越高。但是歸因廠商程度高低，並不會影響消費者錯過不同促銷類型之知覺價格不公平的差異（4）知覺價格不公平會透過負面情緒間接影響負面行為意圖，也存在對行為意圖的直接影響。
根據研究結果，建議廠商可採取下列作法：(1)為降低錯過促銷之消費者知覺價格不公平，建議廠商採用贈品促銷；若採用降價促銷時，需設定可吸引消費者購買且不產生懷疑的折扣幅度。(2)藉由適當的折扣或是贈品補償，來降低錯過促銷之消費者的知覺價格不公平與負面情緒。(3)透過多樣的溝通媒介，除了可吸引顧客購買外，也可避免消費者將錯過促銷的責任歸屬於廠商。(4)訓練員工快速且妥善處理顧客抱怨的能力。

Because the competition of mobile phone retailer is severe, every firm aggressively implements sales promotion to accelerate consumer’s purchase intention. Prior studies have examined the effect of sales promotion on consumer’s purchase behavior. One neglected research area is the effect of sales promotion retraction on consumer’s perceived price unfairness.
This study examines that (1) how sales promotion (price promotion and premium promotion) retraction, discount level and external locus affect consumer’s perceived price unfairness.(2) Two interaction effects of sales promotion retraction and discount level and of sales promotion retraction and firm-related locus on perceived price unfairness.(3)The emotion and behavior intention induced by consumer’s perceived price unfairness.
This research conducts an experimental design to collect data and investigate the hypotheses by ANOVA and SEM. Participants are colleges and postgraduate students.Th main results are as follows: (1) Consumer’s perception of price unfairness will be higher when a price promotion was retracted.(2) The discount level doesn’t affect consumer’s perceived price unfairness. In addition, the discount level doesn’t interact with the effect of sales promotion retraction on consumer’s perceived price unfairness. (3) As the level of firm-related locus increases, consumer perceives higher price unfairness. But, firm-related locus isn’t shown to interact with the effect of sales promotion retraction on perceived price unfairness. (4) Consumer’s perceived price unfairness leads to unfavorable behavioral intention and negative emotion mediate the effect of perceived price unfairness on consumer’s behavior intention.
The main implications of this article are: (1) The firm can decrease consumer’s perception of price unfairness by offering premium promotion. In designing a price promotion, managers must consider whether it will be noticed and whether it will be rejected by suspicious customers. (2) The firm can decrease consumer’s perceived price unfairness and negative emotion by providing moderate discount level and free gifts. (3) Various communication channels can not only attract consumers to purchase product but avoid consumer attribute to firm. (4) The firm has to train the first line employees to deal quickly and properly with complained customer.

E-ICP東方消費者行銷資料庫書面年鑒（2004），東方線上股份有限公司
手機王 http://www.sogi.com.tw
吳萬益、林清河（2000），企業研究方法，華泰書局
東方線上Isurvey行銷調查網 http://www.isurvey.com.tw
林建煌（2002），消費者行為，智勝文化
陳順宇（2002），迴歸分析，華泰書局
陳順宇（2004），多變量分析，華泰書局
創市際市場研究顧問 http://www.insightxplorer.com
資策會資訊市場情報中心http://mic.iii.org.tw
電信總局 http://www.dgt.gov.tw
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