| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 107 === The rising popularity of online shopping has driven. Scholars to investigate how different promotional formats motivates online purchasing intention, and decisions. This study adapts the extant literature to investigate the effects of consumer value perceptions, product type, and brand familiarity on online purchasing intention through two experimental designs. Experiment Ⅰ manipulates 2(promotional formats: bonus pack / price discount) × 2(consumer value perceptions: utilitarian value / hedonic value). Experiment Ⅱ manipulates 2(promotional formats: bonus pack / price discount) × 2(product type: search product / experience product). Experiment Ⅲ manipulates the influence of 2(promotional formats: bonus pack / price discount) × 2(brand familiarity: high / low) on the purchasing intention. Based on 12 experimental groups, and 482 valid samples. This study found that utilitarian consumer prefer price discounts, while hedonic consumer prefer bonus pack. Further, the search for products with price discounts increases the purchase intention. This study offers promotion strategies for firms to stimulate online consumer purchase intention.
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