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7-ELEVEN 便利商店於2005年4月成為台灣第一個推出來店消費滿額送Hello Kitty 造型磁鐵的促銷活動，此舉不僅使7-ELEVEN的來客率與客單價增加，亦造成了一股收集Kitty磁鐵的風潮，大眾瘋狂收集便利商店促銷贈品的熱潮一直延燒至今，也使得其他便利商店業者跟進推出滿額送贈品活動，為的就是要瓜分這個市場所帶來的的龐大商機。縱使便利商店業者推出的贈品促銷活動門檻越來越高，卻能持續吸引大眾目光，藉此本研究想進一步瞭解贈品促銷活動吸引消費者的地方何在，消費者對風險感受程度的不同，如何影響其對此促銷活動的價值感，對其收藏行為是否有任何影響？ 本文研究架構包含贈品獲得方案、知覺風險與知覺價值、收藏行為等之間的互相關係，本研究以問卷調查及統計分析，探討上述變數與消費者促銷贈品收藏行為的關係。 研究結果顯示消費者選擇加價購方案相較於選擇免費送方案者，由於「加價」對消費者或社會大眾而言並非免費獲得之贈品，故在自我或他人肯定自己參與便利商店贈品集點活動之認同感上較差。因為免費送方案與加價購方案間互為替代關係，故當消費者認為選擇免費送方案的金錢、時間等風險程度較高時，便傾向選擇加價購方案，反之則傾向選擇免費送方案。對於收藏行為-目標形成、資訊搜尋、收集動機、管理、挑戰、收集努力而言，主要的關鍵影響因素在於便利商店推出之贈品集點活動能獲得社會大眾好評，以及消費者面臨不同門檻方案之選擇其感受之價值孰高孰低。

廠商為了求取利潤，永續經營，必須規劃策略發展自己的競爭優勢。藉由發送贈品促銷，建立或找出能讓目標消費群產生購買自己商品或服務的意願，從而引發實際的交易行為，便是常見的銷售策略。雖然時時可見到廠商贈品促銷的行為，但是相對於其他的銷售策略而言，例如廣告及折價券的研究，廠商發送贈品的行為，不論在實務面或理論面，皆缺乏系統化的整理，亦沒有嚴謹的經濟理論加以分析。 另一方面，參酌各國管制廠商競爭行為的反托拉斯法規，多已將廠商贈品促銷活動納入規範。進一步觀察，各國以法規面認為應該「適當」限制贈品，甚至是嚴格「禁止」贈品活動舉辦的理由，除缺乏系統化的經濟理論檢驗其是否正確外，對於應該如何來規範贈品的促銷，方可真正落實維護交易秩序與消費者利益，確保公平競爭以提高社會福利，目前亦無相關的探討。 綜上，本論文關於「贈品的經濟分析」之研究目的，主要即欲探討贈品促銷對於社會福利的影響，以及規範贈品促銷能否提昇社會福利。為達成研究目的，本論文以彙整蒐集相關促銷工具的文獻為出發點，首先分析贈品促銷在何種條件下，方能有實際的促銷效果。其次藉由架構獨占廠商贈品促銷的簡單模型，分析廠商贈品促銷的各項最適條件，並與社會福利的最適條件加以比較，進而討論政府管制贈品促銷的福利效果。最後援引「猜測變量」的分析方法，建構雙占市場結構的模型，分別在價格設定與產量設定的模式下，探討雙占廠商「贈品的猜測變量」及其大小關係，對於廠商的各項均衡條件，以及社會福利的影響，進而評析管制雙占廠商的贈品促銷能否提昇社會福利。 關鍵詞：反托拉斯法、贈品、猜測變量、管制、福利效果。

贈品促銷在各行各業的採用愈來愈普遍，但有關贈品促銷的影響效果卻被許多學者所忽略，原因可能是因為大部分學者將贈品價格愈高，促銷效果愈好的正向影響效果視為理所當然，但是否真實如此?本研究認為若探討贈品促銷的效果，其中所探討的贈品促銷是指買A送B，其中A與B為不同產品類別。而針對贈品價值的吸引力方面，應著眼於贈品價格相當於主產品價格的百分比來進行探討，在本文中簡稱為贈品促銷深度(例如，贈品促銷廣告中：「購買一雙$2000的Nike球鞋，即贈送價值$200的Casio手錶一只」，則此贈品促銷深度為$200/$1000=10%)。本文將贈品促銷深度分為十組(10%、20%...100%)，並加入主產品與贈品品牌形象的干擾變數一同探討。正式研究包含三項研究主題，深入分析贈品促銷深度的轉折現象、對產品知覺價值影響效果與外溢效果。理論基礎採用內在參考價格相關理論與定錨調整鋰論，研究方法採用10x2x2的組間因子設計之實驗法進行，針對北部兩所大學在校學生進行問卷發放，有效問卷975份。 研究主題一的目的欲找出贈品促銷深度對贈品價格合理性影響的轉折點，研究結果顯示，當主要產品與贈品沒有出現品牌訊息時，贈品促銷深度的轉折點為50%，但加入品牌訊息之後，轉折點便有所不同，品牌形象高時，贈品促銷深度轉折點為50%，品牌形象低時，轉折點往下修正，變成40%或20%。 根據研究主題一找出的轉折點，研究主題二則進一步探討轉折前的合理贈品促銷深度以及轉折後的誇張贈品促銷深度對產品知覺價值的影響效果，再加入主產品與贈品的品牌形象之情境變數，探討此三者彼此間的互動如何影響消費者對贈品促銷的評價。研究結果發現：(1)合理深度下，深度愈深，整組產品知覺價值愈高，但誇張深度下，深度愈深，整組產品知覺價值愈低。(2)贈品促銷深度愈深，贈品價格知覺愈高;合理深度愈深，贈品價值升值愈少，誇張深度愈深，贈品價值貶值愈多。(3)主產品與贈品品牌形象皆產生干擾效果。 研究主題三則想瞭解消費者心中對贈品免費的印象是否會外溢出去影響到贈品同類產品的其他品牌(同品他牌)、或者外溢出去影響到贈品同品牌的其他產品(同牌他品)，而貶低對同品他牌或同牌他品的評價? 研究結果發現：贈品促銷的確會產生外溢效果，且隨著合理深度加深，外溢效果降低，但隨著誇張深度加深，外溢效果增加。透過本研究，一方面可更豐富贈品促銷效果的相關學術研究結果，另一方面可提供實務界相關建議。 / Gift promotion is taken as a common technique in most industry for a long time. It is believed that the higher the gift price is, the more successful gift promotion works. But, must it be true? In this study, gift promotion was defined as “buy A, get a free gift B”；that is, A and B were different products. Furthermore, promotion depth was taken as a main independent variable and defined as a percentage of gift price by main product price. By experiment design, promotion depth was manipulated as ten groups (10%, 20%,..., 100%), and brand images of main product and gift were chosen to be two moderators in this study. An 10x2x2 between subject design was further held, and totally 975 valid questionnaires was gathered. Three themes were arranged to further investigate effects of gift promotion. Inferences and discussions were based on literature of reference price and anchor-adjustment theory. In the first research theme, it is proposed that there is a turning point in promotion depth—50% of promotion depth, and the turning point was fluctuant in accordance with brand image. If the brand image was high, the turning point was 50%；however, if the brand image was low, the turning point was downward to 40% under low brand image of main product and downward to 20% under low brand image of gift. Based on these findings, promotion depth was divided into two categories—reasonable (depth before turning point) and exaggerated (depth after turning point) promotion depth—in order to do further investigations. The second research theme focused on the effect of reasonable or exaggerated promotion depth and its interaction with brand image of main product and gift. Findings were (a) In the range of reasonable promotion depth, the deeper the promotion depth was, the higher the perceived value of product bundle was (eg. positive relationship). However, in the range of exaggerated promotion depth, negative relationship was exhibited. (b) The deeper the promotion depth was, the higher the price perception of gift was. In the range of reasonable promotion depth, as the depth increased, value-adding level of gift decreased. In the range of exaggerated promotion depth, as the depth increased, value-discounting level of gift increased. (c) The brand image of main product and gift did show significant moderating effect. The third research theme was going to investigate whether the discounting perception toward gift would spill to other products with the same brand of the gift, or spill to the same product with other brand. In this study, we defined the phenomenon as a “spillover effect” of gift promotion. Findings were: (a) No matter in the range of reasonable or exaggerated promotion depth, gift promotion did cause discounting of perceived value toward other products with the same brand of the gift and to the same product with other brand. That is, spillover effect did exist. (b) As the promotion depth increased, the spillover effect would first go downward then upward. In other words, the relationship between promotion depth and spillover effect showed a type of U-shape. Findings of this study will enrich literature of promotion as well as offer practical suggestions to managers implementing strategies of gift promotions.

事業採行贈品贈獎促銷活動時其動機除追求利潤極大化外，無外乎是要自市場競爭對手吸引交易相對人與其交易；若事業所提供之贈品或贈獎之價值過高，意圖藉此將競爭者逐出市場，或者是阻礙潛在競爭者進入市場，係屬於「顯失公平」之不公平競爭行為，應受公平交易法之規範，且由於贈品贈獎最主要之經濟性質為減價以促銷原產品，當贈品贈獎之價值過高時，此時提供贈品贈獎之事業就有可能涉及不公平競爭。 本研究論文以我國公平交易法對事業採行贈品贈獎促銷行為規範為出發，就104年修法前之案例探討及修法後之新發展，分別作案例分析及事業對新法條的看法調查。案例分析的部分，以個別案例事實、公平委員會處分理由進行評析；在事業對新法條的看法調查上，則採用實證研究，以問卷調查方式，收集整理受訪者意見，並就所得數據進行統計分析、檢定，所得結論與建議，期能提供後續研究者及公平委員會未來制定相關法條、辦法之參考。 / The intention to conduct the promotion of gift-away (gifts) and/or awards (prizes) is mainly to maximize the profits for the enterprises. In addition, it is also in the consideration where to solicit the customers to deal the business transactions from the competitors. The enterprise provides promotional gift and/or prizes of which the values are extremely high, and its initiative in origin is to kick-out the competitor from the market, or prevent any new marketers’ entries. These behaviors are so called “unfair” and shall be governed by the Fair Trade Act. In addition, the objectives of conducting gifts and/or prizes promotions are mainly to promote the sales by discounting the selling prices under the economics essential. Once the value of the gifts and/or prizes is extremely high, it would be potentially involve of the unfair competition. This study is made in accordance with Fair Trade Act in the area of enterprise’s campaigns of promotional gifts and/or prizes. It covers both cases studies of Business Guidance as issued by Fair Trade Commission in before 2015 and new development immediately after the amendments promulgated on February 4, 2015. As for cases study, it was done by analyzing the case facts, Business Guidance as issued by the Fair Trade Commission. As for the enterprises’ view on the new development of the amendments, this study adopt a survey solicited the feed backs for analysis. Based on the survey results, the report ended with conclusions and suggestions where could give some ideas for further studies as well as helps Fair Trade commission to proceed new amendments in the near future.

本研究以統一超商公仔代言人OPEN家族成員為觀察對象，分析其商品符號之迷群樣態，並將這樣的迷群現象與源自日本的贈品及可愛文化相連結，說明其消費意涵。 本研究的理論根據為Baudrillard的符號消費理論以及John Fiske關於迷現象的論述。研究發現，OPEN將從最初的贈品形式演變為超商集點活動的贈品主角，並進一步走上獨立品牌的道路。迷群透過不斷地消費OPEN家族這個可愛符號，達至閃躲社會規範的愉悅感以及對美好童年的懷舊想望。她們對於「可愛商品」的喜愛，其重要關鍵便是OPEN家族成員的形貌之為符號，背後所指涉的「嬰兒貌」（infancy）特質。本研究的受訪者之為迷群，展現了典型「迷」的特質，他們藉由在網路上大量貼出自己的蒐藏與OPEN家族成員的合照，作為一種文化資本的累積，為其顯著的迷群樣態。另外，這些迷群也會在網路上積極的貼文、串聯，無論是線上或線下的迷群活動均十分積極。 / The present study takes mascots of the 7-Eleven convenience stores in Taiwan　as the research objects. Through the analysis of the fans characteristics who love the symbols (i.e. the mascots), this research hopes to link the fandom to the “kawaii” and free gift cultures originated from Japan. This study adopts Baudrillard’s symbolic consumption and John Fiske’s fans theories to interpret this fandom culture prominent in Taiwan. It reveals that products of the “OPEN-jiang Family,” created by 7-Eleven convenience store, emerged originally as free gifts but gradually transform themselves to paid and even collected items as they garner more support from the zealous consumers. Through continuous consuming behaviors on these merchandises with “kawaii”characters, fans are able to escape social norms that discourage adults to act like mascot-loving children. Fans interviewed said that their love for OPEN-jiang, resulted from their consuming behaviors, help them to regain fabulous childhood memories and pleasure. The key concept behind these “kawaii” symbolic consumptions is “child-like infancy. “In addition, through the sharing of a large quantity of photos on their collections, fans treat the behavior of such capital accumulation as their main goal in fans’ life. They also actively communicate and interact with each other, both online and offline, sharing a feeling of camaraderie in the fan community.

搭售意指賣方將兩個產品搭配在一起銷售，乃屬商場上常見之行銷手法。但從競爭法的規範面向來看，搭售被認為是種限制競爭的行為，目的在於延伸市場力量，排除被搭售產品市場上的競爭，並且構築市場進入障礙。經濟理論則提出了一些反駁，說明搭售也有某些促進競爭的效果，如增進效率、品質控制等，因而要求對於搭售行為可能產生之正負效益作精確地評估，不宜一律視作當然違法，進而影響到規範搭售行為的執法。我國的公平交易法也將搭售行為納入規範，實務案例並不少見，故此問題值得重視。 我國公平交易法的立法與執法融合了美國法和德國法的特色，故本論文乃從比較法的觀點，分析美國和德國規範搭售行為之理論與實務及變遷，在美國法上，搭售與反托拉斯法的互動雖已有百年之久，但其規範迄今仍有相當大的爭議，相關的討論屢見不鮮，而隨著微軟案的推波助瀾，搭售問題再度受到矚目及討論，因此，本論文也對此案的相關問題和討論作一整理。此外，也整理了若干對於搭售行為的經濟分析文獻，並且對於競爭政策和競爭法的一些看法作了著墨。 在內容上，本論文除了從限制競爭法的角度來探討搭售行為外，也從不正競爭法的立場來觀察搭售行為所可能產生的影響，這部分的討論以德國不正競爭防止法為主，敘述搭售行為所可能涉及的行為樣態，並且對於近年來德國聯邦最高法院針對低價手機和門號的搭配促銷所表示之見解加以整理，同時也析論贈品令廢止之最新動態及其後續影響。 最後，則整理及分析我國公平交易法規範搭售行為的相關規定和實務案例，並提出執法建議。

本文主要所探討之問題為公平交易法上之資訊揭露，而因資訊揭露之主要問題規範於公平法第24條之規定，因此本文主要乃以公平法第24條作為探討之核心。而從資訊揭露之意義、類型與功能出發，並就公平法上之其他規範、其他規範中之資訊揭露問題作相關之說明。而從經濟分析之觀點，觀察資訊揭露可能的成因，以及資訊不對稱的問題所可能造成之結果。 而由於公平法第24條對於資訊揭露之規範本身欠缺相當之體系，因此難以令人了解其所規範之類型究竟為何，因此本文中亦從過去公平會所處分之案例進行分析，而進行較具體系之整理，以期拋磚引玉而使資訊揭露之問題能稍加釐清。 此外在外國法之立法例上，本文主要從日本法之相關規範為介紹，而從日本法關於資訊揭露之規定中進行比較，認識其所採取之規範模式及修法方向，而作為我國法相關規定之修正時之比較與借鏡。而在較重要、較新興之交易關係中，本文亦從美國法之相關規定為重點式之介紹，而希望能就目前我國法之不足，找出可能之解決方案。 最後本文則從以上所得出之結果，試圖建立公平法上之資訊揭露規範體系，而為公平會及相關處理原則日後之修正，描繪出一些可能的輪廓。