促銷是行銷業者經常用來吸引消費者購買產品的手法，而過去針對休閒食品的促銷研究並不多，因此，本研究目的為探討消費者對於休閒食品的促銷偏好及知覺價值和購買意願之關係。

本研究檢視了消費者對於休閒食品增量促銷及價格折扣促銷之偏好，並進一步研究消費者對於所偏好的促銷方案之知覺價值以及購買意願。本研究結果證實消費者偏好休閒食品的價格折扣促銷優於增量促銷，且消費者對偏好促銷方案之知覺價值會影響到購買意願，而消費者對於休閒食品不同的個人涉入性，其對於促銷方案的知覺價值及購買意願也不同，且個人涉入性會影響到消費者的知覺價值。
本研究除了探討消費者對於休閒食品的促銷偏好及知覺價值和購買意願之關係外，並希望本研究的結果能提供食品行銷相關業者實務上的應用。

Marketing promotions featuring price discount or bonus pack are very common in the marketplace. There is little research on snacks promotion. This study examines consumers’ promotion preference for price discount and bonus pack and explores consumers’ perceived value and purchase intentions to the preferred promotion. This study demonstrates that consumers prefer price discounts to bonus packs for snacks and consumers’ perceived value have influence on purchase intentions. Moreover, consumers have different perceived value and purchase intentions with different personal involvement and consumers’ personal involvements have influence on perceived value. These findings offer managerial implications for snack foods marketers.

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