本研究主要目的是探討促銷型式(賭博式促銷vs.固定促銷)對消費者購買行為的影響，而由於促銷可以增進當下短期的購買，但卻有可能會降低促銷後消費者的觀感以及其後續的購買行為，所以本研究將針對自變數：促銷型式(賭博式促銷vs.固定促銷)以及調節變數：產品價格(高價vs.低價)對消費者購買行為的影響以及促銷後行為做討論。因此本研究利用實驗設計的方式，設計3促銷型式(固定式、極端賭博式以及非極端賭博式) × 2產品價格(高價格以及低價格)共6種實驗問卷進行發放，回收有效問卷268份，利用SPSS統計軟體進行獨立樣本t檢定、二因子變異數分析所得到的結果，獲得以下結論：

1. 賭博式促銷對未來期望價格下降的影響較固定促銷為小。
2. 賭博式促銷會比固定促銷有較高的購買意願；而在面對高價格產品時，極端賭博式促銷會較固定促銷有更明顯高的購買意願。
3. 固定式促銷相較於賭博式促銷對知覺品質會有較負面的影響。

一、中文部分
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王又鵬， "廠商促銷活動策略、消費者對促銷活動的認知價值與購買行為間關係之研究. " 台北: 華泰書局 (1996).
方寧，"折扣呈現型式與促銷深度對於消費者購買行為之影響"國立政治大學企業管理研究所碩士論文 (2013)
朱冠宇，"價格折扣與限制性促銷對知覺品質和購買意願之影響". 淡江大學國際企業學系碩士論文 (2012)
翁雅婷， "廠商抽獎促銷活動對消費者情緒影響之研究." 實踐大學企業管理研究所碩士論文 (2000)
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