在許多產業中，促銷是最被廣泛使用來刺激銷售量的工具。過去對於促銷相關的研究皆著重於促銷所帶來的正面效果，關於負面的影響較少被討論。其中之ㄧ的負面影響是促銷過後的銷售量銳減。過去研究對於此現象的解釋皆為，消費者在促銷期間提前購買所需的商品或購買大量商品囤積。而最新的研究卻指出造成促銷過後銷售量銳減的原因是錯過促銷的消費者選擇轉換商品。
由於市場競爭激烈，廠商紛紛使用多樣的價格促銷方式刺激消費者的購買。消費者每天面對琳瑯滿目的促銷方案，不可能對每一促銷方案都採取購買行動，錯過價格促銷的情形，在消費者日常生活中經常發生的。但過去有關促銷所造成的負面效果主要是針對已享受過促銷折扣購買者的再購行為作探討，而較少有研究是針對錯過促銷的消費者作探討。
當消費者發現自己錯過促銷時，他們將會如何去解釋此情形呢?錯過促銷原因(內在歸因、外在歸因)及錯過促銷時點(促銷期前購買、促銷期後購買)的差異，如何影響消費者的知覺價格不公平並引發後續的負面情緒(生氣、失望和後悔)及所可能產生行為反應(負面行為反應及惰性行為)呢?為探討此問題，本研究透過知覺不公平性、歸因理論、消費者情緒反應和行為反應等相關文獻的回顧，發展出研究架構的假設。採用實驗設計的方式進行蒐集資料，而後透過變異數分析探討購買時點及歸因與知覺價格不公平的關係，並使用線性結構關係模式來分析知覺價格不公平、負面情緒及行為反應的關係。所得重要結論分述如下：

1.外在歸因相較於內在歸因將引發較高的知覺價格不公平。而購買時點的差異對於知覺價格不公平影響程度沒有明顯差異。
2.促銷前購買相較於促銷後購買將產生較高程度的後悔。
3.當消費者感到生氣及失望時，將會採取負面行為(抱怨、轉換、負面口碑)；而當其感到後悔時，將會採取惰性行為。
4.女性消費者相較於男性消費者會知覺到較高程度的知覺價格不公平，特別當是內在歸因時，女性消費者所知覺的價格不公平更甚於男性消費者。

Abstract
Due to the keenly competition, firms use sales promotion to stimulate sales. Although price promotion is effective to induce consumer purchase, it would have negative impact toward the firms such as sales dip after promotion. Sales dip can be explained by two reasons, one is purchase acceleration and another one is stockpiling. However, Zeelenberg and Van Putten (2005) offered the third explanation about post promotion dip. They indicated that people who miss price promotion may end up with switching behavior.
Previous research about price promotion only focuses on examining the re-purchase behaviors of the consumers who had purchased the promotion product. However, little research pays attention to those consumers who had missed discounts. In fact, owing to the prevalent of the price promotion, no consumers will act on every discount or go shopping during every sale. Therefore, missing discounts is a commonly happened event in everyday life. To our knowledge, little research had examined this issue.
Consumers who miss price promotion may due to different causes (external and internal attribution), purchase timing (pre promotion purchase and post promotion purchase). The impact of attribution and purchase timing will be discussed in this study. Furthermore, we employed the price unfairness perception as the mediator to examine how consumers generate negative emotions (anger, disappointment, or regret) to the missing discount, and in turn, how they behavioral react (negative reaction or inertia) toward the sellers. An experiment will be designed to collect the data, which will be analyzed by analysis of variance (ANOVA) and structure equation model (SEM). The major findings of this study are as following:
(1) Consumers who miss price promotion due to external attribution will generate higher level of price unfairness perception. Besides, different purchase timings may have the same impacts on perceived price unfairness.
(2) Consumers who purchase the product before price promotion will generate stronger regret than those who purchase after price promotion.
(3) Consumers with stronger anger and disappointment are more likely to take negative reactions (e.g.: switch, negative WOM, complain), while consumers with stronger regret tend are more likely to take no action.
(4) Female will perceive higher price unfairness comparing to male.

【Chinese Reference】
1. 吳萬益、林清河，企業研究方法，初版，華泰書局(民90)。
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