促銷折扣為實務業者經常使用之行銷做法，晚近電子商務興起，改變消費者的消費習性，消費者購買地點由原先的實體通路店家，擴充至網路消費，消費產品尤以旅遊產品為大宗。惟網路通路之虛擬無形特質，影響消費者消費時之知覺風險及感受，此外，旅遊產品的特殊屬性，亦影響消費者在線上消費時之購買決策形成與制定。因之，消費者於線上購買旅遊產品時，過往銷售有形商品經常使用之促銷折扣，是否仍可發揮相同效用？回顧文獻，學者尚未將折扣型態及折扣幅度運用於線上團體套裝旅遊產品之銷售，探討折扣對於消費者之正面與負面影響，故欲進行本研究，並以企業形象為干擾變數探討之。本研究之研究對象，擬以旅遊網站之團體套裝旅遊銷售為主，研究方法以實驗法進行，預期研究貢獻可擴展服務行銷、網路行銷及促銷策略運用相關領域之理論及應用。
Price discount has long been the most popular marketing tact in business and have many articles discussing its effects. Recently the emergence of electronic commercial already changes consumer behavior. Except physical channel, online shopping provides a whole new channel for consumer to purchase goods and services which they need. However, the intangible characteristic of online channel would affect consumers’ perceived feeling, such as purchase risk or intention, and decision making. Moreover, researches indicate that the nature of tour service also influence the consumer behavior. Thus, we intend to explore that the effect of price discount in physical goods of traditional channel has the same effect when using in the online tour service or not. Still, there is no research has been to discuss the effect of discount type and discount depth on the selling of online group package tour. Therefore, this research will try to find out the effect that after online group package tour offers discount and apply the corporate image as moderator to explore deeply. The research applies experimental method to examining the website of travel industry for selling group package tour. Research and management implications also discuss.
