於可支配所得有限的環境之下，消費選擇變得更加注重價值，在台灣，則有近三分之二的消費者樂於尋找特惠活動，準此以觀，促銷不僅是品牌端與廠商間火紅並經常使用的行銷方式，也是消費者間熱切關注的議題，然而採用低價策略並非萬無一失，在壓低產品價格時，也可能同時使產品價值下滑，產生降低消費者購買意願的風險。本研究基於美感的相關研究以及藝術注入效果，嘗試在促銷廣告情境中結合美感，探討對知覺價值、知覺風險影響，進而探討購買意願之改變，並為促銷廣告的負面作用提供另一種角度的解決之道。
本研究採實驗研究法搭配量化問卷分析，以兩組2x2的實驗為設計，並以居住在台灣地區18歲以上具有購買促銷產品能力不分性別的受測者為樣本。實驗一採2(美感：高美感vs.低美感)x2(廣告產品類型：功能型vs.享樂型)的實驗設計；實驗二則利用2(美感：高美感vs.低美感)x2(促銷方式：絕對價格促銷vs.折扣促銷)為設計。實驗的重要發現包括：(一)美感對於知覺價值(功能、情感構面)有正向影響；(二)美感對知覺風險(績效、心理、財務層面)有負向影響；(三)美感可提升購買意願；(四)美感主要是藉由知覺價值功能構面價格因素、知覺情感價值、知覺財務風險為中介機制來影響購買意願；(五)功能型產品相較於享樂型產品更加強化了美感在促銷廣告的作用；(六)以折扣為表達方式相較於以絕對價格的表達方式可部分加強化美感在促銷廣告的作用。
本研究係促銷廣告結合美感相關研究的濫觴、研究結果將美感延伸於商業用途範疇之研究，並提供品牌廠商業者因應促銷產品類型（享樂型、功能型），妥適融入設計巧思與美感，資以提高競爭力與消費者購買意願。

In an environment with limited disposable income, consumer choices have become more value-oriented. In Taiwan, nearly two-thirds of consumers were happy to find a deal. Therefore, promotion is not only a popular and frequently used marketing method of brands and manufacturers, but also a topic of intense concern among consumers. However, adopting a low-price strategy is not completely foolproof. It may also reduce the perceived value of products and lead to the risk that consumers do not want to buy the products. Based on the relevant research on aesthetic and the effect of art infusion, this study tries to explore the impact of aesthetic in the context of promotion advertising on perceived value and perceived risk of the promoted products, which may further change the purchase intention. This study provides another way to solve the negative effects of promotional advertising.
In this study, the experimental research method was combined with quantitative questionnaire analysis, and two groups of 2x2 between-subjects experiments were designed. The samples were taken from people over 18 years of age living in Taiwan who had the ability to purchase promotional products regardless of gender. The first experiment was designed as 2(aesthetic: high aesthetic vs. low aesthetic) x 2(type of advertised product: utilitarian vs. hedonic). The second experiment was designed using 2(aesthetic: high aesthetic vs. low aesthetic) x 2(promotion frame: absolute price promotion vs. discount promotion). The important findings of the experiment are listed below : (1) Aesthetic perception has a positive effect on perceived value (both functional and emotional dimension). (2) Aesthetic perception has a negative impact on perceived risk (performance, psychological and financial dimensions). (3) Aesthetic can enhance purchase intention. (4) Aesthetic perception affects purchase intention mainly through the changes of three mediating mechanisms: price factor of perceived functional value, perceived emotional value and perceived financial risk. (5) Compared with hedonic products, utilitarian products strengthen the effect of aesthetic in promotional advertising. (6) Compared with the expression of absolute price, the expression of discount can strengthen the effect of aesthetic in promotional advertising on some of the indices.
The results of this study can establish the beginning of the research on the combination of promotional advertising and aesthetic. This study expands the research scope of the aesthetic in the commercial use. This study provides brand manufacturers with a view to improving their competitiveness and consumers’ purchase intention by properly integrating design ingenuity and aesthetic into the promotion advertisements for different types of products (hedonic and utilitarian).

論文審定書......................................................................i
誌謝.................................................................................ii
摘要.................................................................................iv
Abstract..........................................................................v
目錄.................................................................................vii
圖目錄.............................................................................ix
表目錄.............................................................................x
第一章 緒論.....................................................................1
第一節 研究背景..............................................................1
第二節 研究動機..............................................................5
第三節 研究問題..............................................................8
第四節 研究目的..............................................................9
第五節 研究範圍..............................................................9
第二章 理論與文獻探討...................................................11
第一節 美感......................................................................11
第二節 知覺價值(Percived Value)...................................14
第三節 知覺風險(Perceived Risk)....................................18
第四節 促銷(Price Promotion)與表達方式......................21
第三章 研究架構與假說推論.............................................27
第一節 研究架構................................................................27
第二節 假說推導................................................................28
第三節 研究變數概念與操作性定義..................................34
第四章 實驗一....................................................................36
第一節 研究方法................................................................36
第二節 實驗設計與樣本.....................................................36
第三節 實驗情境與刺激.....................................................38
第四節 前測一....................................................................40
第五節 前測二....................................................................43
第六節 前測三....................................................................50
第七節 實驗一變數衡量.....................................................53
第八節 實驗一資料分析.....................................................61
第九節 實驗一小結.............................................................75
第五章 實驗二.....................................................................81
第一節 研究方法.................................................................81
第二節 實驗設計與樣本......................................................81
第三節 實驗情境與刺激......................................................83
第四節 前測一.....................................................................84
第五節 前測二.....................................................................85
第六節 實驗二變數衡量......................................................88
第七節 實驗二資料分析......................................................91
第八節 實驗二小結..............................................................105
第六章 結論與建議..............................................................110
第一節 研究發現與結論.......................................................110
第二節 理論意涵...................................................................111
第三節 實務貢獻與建議........................................................114
第四節 研究限制與未來研究方向.........................................116
參考文獻................................................................................120

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