本研究欲以2種折扣形式（固定式折扣、賭博式折扣）及2種商品屬性（實用性產品、享樂性產品）作為自變數，探討兩者間的交互作用，是否會影響消費者的購買意願、再購買意願、內部參考價格、知覺品質。基於此觀點，再加入2種認知需求（高、低認知需求）作為調節變數，研究在三階交互作用下，消費者可能產生的各種購買行為，提供廠商作為制定折扣策略的參考方向。
本研究採用4種問卷進行發放，總共收回364份問卷，將無效樣本去除後，剩餘282份有效問卷，有效樣本率為82.7%，獲得以下結論：
1.購買實用品時，賭博式折扣相較固定式折扣，降低消費者的購買意願
2.高認知需求者購買享樂品，固定式折扣相較賭博式折扣，提升消費者的購買意願
3.低認知需求者購買享樂品，賭博式折扣相較固定式折扣，提升消費者的購買意願
4.購買實用品時，賭博式折扣相較固定式折扣，提升消費者的再購買意願
5.購買享樂品時，固定式折扣相較賭博式折扣，提升消費者的再購買意願
6.購買享樂品時，固定式折扣相較於賭博式折扣，內部參考價格高

致謝i
摘要ii
目錄 iii
表次 iv
圖次 vi
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 廠商銷售行為 4
第二節 消費者購買行為 7
第三節 消費者個人特質 10
第四節 變數間之二階效果與假說推論 12
第五節 變數間之三階效果與假說推論 17
第三章 研究方法 22
第一節 研究架構 22
第二節 研究設計 23
第三節 研究變數之操作性定義與衡量 25
第四節 資料搜集與分析方法 30
第四章 資料分析與研究結果 34
第一節 樣本結構 34
第二節 信度分析 36
第三節 研究假說驗證 39
第四節 研究結果整理與假說不成立之原因討論 63
第五節 研究結果附帶分析 70
第五章 結論與建議 75
第一節 研究結論 75
第二節 管理意涵 77
第三節 研究限制與後續研究建議 78
參考文獻 81
附錄 85

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