本研究以網路金融服務為例，探討認知需求、人口統計變數與網路促銷方式對消費者知覺促銷利益的影響，並進一步比較使用者與非使用者對消費者知覺促銷利益認知是否有顯著差異。以台灣地區網路消費者為樣本，採便利抽樣方式，透過網路問卷進行調查，共計回收302份有效問卷。本研究問卷資料使用Cronbach's α檢驗信度，運用變異數分析與迴歸分析驗證假說。研究結果發現： (1)認知需求對消費者知覺促銷利益有正向影響；(2)性別、年齡、婚姻狀況、教育程度、職業及每週上網時數對消費者知覺促銷利益有顯著的影響；(3)折價促銷、免費試用及贈品促銷對消費者知覺促銷利益各構面皆有正向影響，抽獎、競賽及會員集點則有部份構面無正向影響，其中抽獎及會員集點對品質及便利利益無正向影響，競賽對節省、品質、便利及價值傳達利益無正向影響；(4)在認知需求對消費者知覺促銷利益影響部份，使用者與非使用者之間差異不大，大部份有顯著的正向影響，僅使用者的精挑細選因素對節省及娛樂利益無正向影響；(5)在人口統計變數對消費者知覺促銷利益影響部份，使用者與非使用者在性別、年齡、婚姻狀況、職業、每月所得及每週上網時數上有明顯的差異；(6)在網路促銷方式對消費者知覺促銷利益影響部份，使用者與非使用者對折價促銷、贈品、抽獎及會員集點產生消費者知覺促銷利益的看法略有差異。 This study focus on personal internet banaking, try to explore the effects of need for cognition, demorgraphics and online promotion on consumer’s perceived benefits of sales promotion. Also try to understand consumer’s perceived benefits of sales promotion under users and non-users. The sample populations are Taiwan internet consumers and the questionnaires are collected by internet. By using convenience sampling, we collected 302 effective samples. In order to test the hypotheses, ANOVA and stepwise multiple regression were used. The following results were found: (1) Need for cognition was significantly positive effect on consumer’s perceived benefits of sales promotion. (2) Different kind of online promotion was significantly positive effect on consumer’s perceived benefits of sales promotion. (3) Consumer characteristics are significantly related to consumer’s perceived benefits of sales promotion, including sex, marital status, education level and occupation. (4) Both users and non-users of the results are the same, need for cognition was significantly positive effect on consumer’s perceived benefits of sales promotion. (5) Both users and non-users of the results are the same, different kind of online promotion was significantly positive effect on consumer’s perceived benefits of sales promotion. (6) Users and non-users have different results, and consumer characteristics are significantly related to consumer’s perceived benefits of sales promotion.
