本研究核心目標為探討加價購促銷活動的促銷情境與促銷商品對消費者購買意願的影響，首先透過商品的稀有性以及產品類別的特性作為促銷情境，將促銷情境分為具稀有性便利品、不具稀有性便利品、具稀有性選購品或不具稀有性選購品的情境，並以知覺品質、品牌知名度、知覺價值以及損失趨避分別探討不同情境中加價購商品對於消費者的影響，期待本研究之結論實證能補足加價購相關促銷活動之學術研究缺口。
本研究採用結構式問卷進行，並以網路方式進行發放，其研究對象涵蓋一般消費者，採用雪球抽樣與任意抽樣的方式蒐集，一共有494份有效樣本。透過這些有效樣本彙整出研究結論，本研究發現：
一、各個促銷情境中「知覺品質」皆對「知覺價值」有顯著「正向」影響，其中尤為加價購商品是不具稀有性選購品的情境，知覺品質的影響力最大。
二、各個促銷情境中「品牌知名度」皆對「知覺價值」有顯著「正向」影響，其中尤為當加價購商品為不具稀有性便利品的情境，知覺品質的影響力最大。
三、各個促銷情境中「知覺價值」皆對「購買意願」有顯著「正向」影響，其中尤為適當加價購商品為不具稀有性便利品的情境，知覺價值的影響力最大。
四、各種情境的「損失趨避在「知覺價值」與「購買意願」之間皆無顯著調節效果。
得出驗證結果後，將研究結論歸納出幾項學術貢獻，包含將促銷情境分類多樣化、補足加價購促銷活動的相關文獻等學術研究上的缺口，並延伸出一些實務應用的建議，以提供給零售商參考。

The essential aim of this research is to figure out the effect of the promotion situations and the commodity of additional purchase discount on purchase intention. First, this research classifies situations with scarcity and product categories. The promotion situations include scarce convenience goods, scarce shopping goods, non -scarce convenience goods and non-scarce shopping goods. Then, this research figures out what kinds of factors in these four promotion situations affect purchase intention. The factors we discuss are perceived quality, brand awareness, perceived value, loss aversion. And we conduct the research with internet questionnaires for general consumers and below are the results:
1. In these promotion situations, perceived quality could significantly affect perceived value. Especially, the influence of perceived quality for non-scarce shopping goods is the largest in the four situations.
2. In these promotion situations, brand awareness could significantly affect perceived value. Especially, the influence of brand awareness for non-scarce convenience goods is the largest in the four situations.
3. In these promotion situations, perceived value could significantly affect purchase intention. Especially, the influence of perceived value for non-scarce convenience goods is the largest in the four situations.
4. There is no mediated effect for loss aversion in these situations.
According to the result, a retailer who intents to use additional purchase discounts to attract consumers could use the factors including perceived quality, brand awareness, perceived value for different kinds of goods.

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