| Summary: | 碩士 === 實踐大學 === 企業管理研究所 === 95 === In recent years, owing to the economic repression in Taiwan, firm adopt for different sales promotion quantity of sales, and then expanding its market share. When the firm puts into a lot of resources in the marketing activities, in order to attract consumers' attention, how consumers go to understand relevant promotion information then make the choice, become the topic that firms and researcher cared about.
The multiple-choice premiums promotion is quite common in Taiwan, but the literature about this field is insufficient at present. Therefore, the purpose of this research is to further investigate the promotion of multiple-choice premiums to attempt to find out some rule of using this promotion. In the past, It is less likely to do the discussion to consumer's emotion in the premium brand, but consumer's wave of negative emotion is a great basis of the firm while making the tactics of promoting of premiums. This research will exert an influence on consumer's purchase will of the main products further. In addition, when consumers face premiums choosing, its result of impact on consumer. However, in the premiums is promoted, whether consumers' choice goal will deserve this research discussion.
This research will propose the following assumptions :
(1) When consumers can choosing, positive emotion of consumer will than can't choose as high, negative emotion of consumer will than can't choose as low.
(2) When brands in the premium, consumers' positive emotion will than are no brand as high, negative emotion will than are no brand as low.
(3) As consumers can choosing and has brands, consumer's positive emotion will reach highest, that negative emotion will reach lowest.
(4) Consumer's emotion has intermediary's results between.
(5) When consumers choose the goal to be the maximization, premiums alternative and with or without brand have impact on consumer's emotion will be stronger.
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