本研究問題主要探討促銷工具(價格性誘因/非價格性誘因)、品牌形象(高品牌形象/低品牌形象)、消費者決策型態與購買意願間之關係。
本研究利用實驗設計法，以手機為實驗產品，共發出400份問卷，回收有效問卷328份，有效回收率為82%，透過敘述統計、信度分析、因素分析與變異數分析等方式進行資料處理分析。
研究結果發現，較高評價的品牌形象的產品比較低評價的品牌形象的產品更有利於消費者產生較高的購買意願。且消費者決策型態對購買意願也有顯著的影響，其中，分析型-衝動型、分析型-流行型、保守型-衝動型與保守型-流行型對購買意願有顯著的差異。
而關於干擾變項方面，品牌形象與促銷工具對購買意願的影響會均會因消費者決策型態的不同而有所差異。當消費者決策型態屬於分析型、衝動型與流行型決策，高品牌形象的購買意願顯著高於低品牌形象；而若消費者決策型態屬於分析型，非價格促銷的購買意願也顯著高於價格促銷。
This research studies the relationship among the variables of “Promotional instru-ment”, “Brand image”, “Consumer Decision-making styles” and “Purchase intention”.
This research adopts the experience design method, using the “Cell Phone” as the experiment object.. The study adopts the software of SPSS to do the data analysis.
The results indicate that if products with higher brand image will make consumer have higher purchase intention than products with lower brand image. Consumer deci-sion-making styles also have significant impact on purchase intention, among which that analysis-impulsion, analysis-fashion, conservation-impulsion and conservation- fashion have significant differentiations for Purchase intention.
About moderate variable, consumer decision-making styles to brand image , pro-motional instrument and purchase intention have significant interference relationship. When consumer decision-making styles belong to analysis impulsion or fashion, prod-ucts with higher brand image will make consumer have higher purchase intention than products with lower brand image. Then, when consumer decision-making styles belong to analysis, products with pricing promotion will make consumer have higher purchase intention than products with non-pricing promotion.
