近年來，行動通訊產業市場競爭激烈，廠商為吸引消費者目光，進行各種行銷策略以期增加消費者購買意願；相較於其他行銷策略，促銷方式的運用與折扣幅度的大小為電信業者經常使用以吸引消費者目光、引發購買意願的方法。促銷對消費者是有利的，能付出較少的金錢成本、商品知覺價值提升；但對業者而言，是否會因促銷使消費者對業者品牌形象看法改變? 消費者購買手機需與電信業者簽訂長期合約，也表示消費者需與電信業者相處兩年之長期關係，所以不同品牌形象的電信業者進行促銷，消費者購買意願是否不同，並且對進行促銷的業者其品牌形象看法是否產生改變?

為探討以上問題，本研究利用實驗設計的方式來蒐集資料，共進行八個組間因子設計實驗，以分析促銷方式、折扣幅度和業者品牌形象高低對購買意願與品牌形象改變的影響。本研究所得重要結論如下:

(1)消費者選購手機時，對零元手機促銷方案購買意願較高；但對提供零元手機促銷與折扣促銷的電信者業者其品牌形象改變看法無差異。

(2)促銷方式對購買意願和業者品牌形象改變之影響不會被電信業者品牌形象高低干擾。

(3)消費者選購手機時，對折扣幅度大的促銷方案購買意願較高；但對提供高折扣幅度與低折扣幅度促銷的電信者業者其品牌形象改變看法無差異。

(4)折扣幅度大小對購買意願和業者品牌形象改變之影響不會被電信業者品牌形象高低干擾。

Competition is fierce in the mobile communications industry in recent years. In order to attract consumers, firms are using a variety of marketing strategies, expecting to increase consumers’ purchase intentions. Compared with other strategies, sales promotions and price discounts are the strategies frequently used by telecom operators to attract consumers. Sales promotions are beneficial to consumers since they allow consumers to pay less. However, the question of concern for operators is whether or not sales promotions could change the brand images of operators in consumers’ minds. If consumers renew their contract with operators, they would need to sign long-term contracts with operators. Therefore, would sales promotions of different operators with different brand images result in different purchase intentions? Also, would consumers change their view toward an operator’s brand image when the operator is offering sales promotions?

An experiment with eight factorial between-subject designs is conducted to analyze and answer how different promotion types, discount levels, and operators’ brand images influence consumers’ purchase intentions and change operators’ brand images in consumers’ minds.
The conclusions of this research are as follows:

(1)Zero-price mobile phone promotion has the stronger positive effect on consumers’ purchase intentions than discount promotion, but both of them do not have significant effect on operator’s brand image change.

(2)Operator’s original brand image does not moderate the influence of promotion types on consumers’ purchase intentions and operator’s brand image change.

(3)Promotion discount level has the positive effect on consumers’ purchase intention, but do not have significant effect on operator’s brand image change.

(4)Operator’s original brand image does not moderate the influence of discount levels on consumers’ purchase intentions and operator’s brand image change.

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