本研究主要探討酒類商品之促銷方式（價格性誘因／非價格性誘因），不同促銷方式、產品涉入對品牌態度及購買意願之影響，以瞭解消費者在不同的促銷方式、產品涉入及品牌態度之後是否影響其購買意願。本研究針對購買酒類商品消費者做為樣本選擇，進行問卷填答，共計回收有效問卷447份樣本數。問卷調查及分析後，並運用SPSS軟體作為統計分析工具，進行研究假設之檢驗。本研究之結論如下：1.促銷方式對品牌態度具有顯著正向之影響；2.產品涉入於促銷方式與品牌態度之間具有干擾效果；3.促銷方式對購買意願具有顯著正向之影響；4.品牌態度對購買意願具有顯著正向之影響；5.品牌態度於促銷方式與購買意願之間具有部分中介效果。 This study focuses on the promotion of alcoholic goods (price incentives/non-price incentives), different promotions, products involved in the brand attitude and the willingness to buy to understand the consumer in different promotional methods, product involvement and Whether the brand attitude after the impact of their purchase. In this study, the consumers of wine products were selected as sample. A total of 447 samples were collected. After the questionnaire survey and analysis, SPSS software was used as the statistical analysis tool to carry out the hypothesis test. The conclusions of this study are as follows: 1. Promotional approach has a significant positive impact on brand attitudes. 2. Product involvement moderates the influence between promotion mode and brand attitude. 3. The promotion method has a significant positive impact on the purchase intention. 4. Brand attitude has a significant positive impact on the purchase intention. 5. Brand attitude mediates the influence between the promotion mode and purchase intention.
