隨著全球化與企業間競爭白熱化，各家廠商為求生存獲利，除了紛紛提升行銷預算外，推出各式多變新穎的促銷手法來吸引消費者。「滿額現金回饋」此一新興的促銷手法，由於常可以刺激消費，造成短期或單月內業績之快速成長，已在各大百貨公司、連鎖服飾店、量販店被廣泛的運用。「滿額現金回饋」促銷方式，究竟對於消費者造成何種的吸引力，促使消費者紛紛掏出腰包、大方購買？ 本研究藉由滿額現金回饋之促銷方案的設定，由廠商面與消費者面之觀點發，思考不同情境下，將如何影響最終消費行為？試圖探究影響消費者內心人為購買慾望高低之因素？進一步了解在繼續購物達滿額目標下，將會非計畫性購買將如何發生？

　　本研究之研究目的如下：
(1)由消費者動機、預期後悔及預期利益之觀點，來發展人為購買慾望之構面。
(2)探討不同之滿額現金回饋方案，對於人為購買慾望之 影響。
(3)探討滿額現金回饋方案中，已投入購買金額多寡，對於人為購買慾望之影響。
(4)探討人為購買慾望，對於非計畫性購買行為之影響。(5)探討增購產品價格高低、偏好與非偏好產品方案，對於人為購買慾望影響非計畫性購買可能產生之干擾影響。(6)提供廠商在進行滿額現金回饋促銷方案時價格設定上之建議。

　　本研究所得之重要結論分述如下：
(1)在折扣幅度相同、滿額下限門檻與現金回饋金額不同 的促銷方案設定下，對於消費者人為購買慾望的引發效果，並沒有太大之差異。
(2)當消費者之已購買金額佔滿額比例越高時，將對其人為購買慾望之形成有正面之影響。
(3)當消費者面對滿額現金回饋促銷型態，有較高之人為購買慾望時，其將較容易產生非計畫性之購買行為。
(4)增購產品價格的高低，對於人為購買慾望影響最終非計畫性購買行為的發生，其效果並不顯著。
(5)在加入偏好與非偏好品的干擾下，對於最終非計畫性購買行為的發生有顯著的影響效果。

　　As globalization became a trend, competence of businesses is more and more severe. In order to making profit and existing, many companies raise marketing budget and use various new type promotion activities to attract consumers. Cash Rewards, a new type promotion tool, which was applied on many famous department stores, apparel retailing chain and grocery stores etc., for it could stimulate consumption and bring short-term performance　rising. What effect the new type promotion tool has to attract consumers and let them be willing to buy more goods? In this article, author through cash rewards to discuss how promotion usage influences on final purchase behaviors? What will affect artificial buying desire? And how unplanned purchases happened?

　　The main purposes of this article are: (1) Using consumer motivation, expected benefit and expected regret to develop dimension of artificial buying desire.(2)To discuss different cash rewards programs have influence on artificial buying desire.(3)To discuss effects of the amount of paid money may influence artificial buying desire.(4)To discuss effects of the artificial buying desire may influence unplanned purchase.(5)To discuss mediator effects of add –purchase goods’ price, preference of goods alternatives. (6)To provide suggestions of pricing cash rewards promotion tool.

　　The main results are as follows:
(1)When a company use the same discount to provide different cash rewards programs, there are no different degree of artificial buying desire of consumers.
(2)The more amounts of paid money, the higher degree of consumer’s artificial buying desire.
(3)When a company use cash reward promotion, higher artificial buying desire will bring higher rate of unplanned purchase.
(4)Add-purchase goods price has no influence on final unplanned purchase.
(5)Preference factors have influence on final unplanned purchase.

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