| Summary: | 碩士 === 大同大學 === 事業經營研究所 === 93 === This study conducted 2 × 2 × 2 experimental design, including two independent variables (sales promotion and promotion incentive) and one moderator (message framing) ,and discussed their effect on consumers’ purchase intentions. The researcher found that different types of sales promotion practice do have an effect on the consumer’s motivation to buy the product, no matter if the promotion contains positive or negative message. Under the positive side, the consumers under non-monetary promotion will have a larger motivation and determination to buy the product when compare to the consumers who are under the monetary promotion practice. On the negatively messaged side, the consumers under non-monetary promotion will have a little or no motivation to buy the product when compare to the consumer who are under the monetary promotion practice.
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