以本論文研究不同價格呈現方式下，參考價格對消費者行為的影響，所採用的自變數為參考價格的高低、參考價格的表達語意與折扣幅度的大小。而欲衡量的變數是消費者對促銷的可信度、認知的價格標準移動程度、因促銷所知覺的節省程度及搜尋其它零售點所能產生的利益。 經過因子設計的實驗後，發現： 一、消費者所認知的最可能市價、最高市價、最低市價，在看過有外部參考價格的廣告後，不一定是以相同的方向作移動，且各別的移動百分比也不相同，所以必須各別來探討其效果。 二、出售價格的高低 (折扣幅度的大小) 會影響消費者對促銷所知覺的可信度的水準及消 費者認知最可能市價的移動程度，但不會造「最高」價格認知與「最低」價格認知移動程度的差異，且在節省知覺及知覺的搜尋利益上也無明顯效果。而且發現以下數點： (一)高出售價格的可信度大於低出售價格的可信度 (二)高出售價格造成的最可能市價上移程度大於低出售價格造成的最可能市價上移程度。 三、參考價格的高低會影響消費者對促銷所知覺的可信度、認知的最高市價、認知的最低市價、節省知覺，但卻無法影響認知中最可能市價及搜尋利益上的差異。並且發現以下數點： (一)以內部參考價作參考價及合理高參考價格的可信度大於誇大參考價格的可信度。 (二)以內部參考價作參考價與合理高參考價格造成最高市價認知上移程度小於誇大參考價格造成上移程度。 (三)以內部參考價作參考價格造成的最低市價認知上移程度大於誇大參考價格造成上移程度。(四)以內部參考價與合理高參考價格造成的節省知覺大於誇大參考價格所造成的節省知覺。 四、「過去售價」或「目前市價」來表達參考價格，只有在認知最高市價的移動比率上有所不同。且以「目前市價」造成的上移程度較大。 五、同時以「過去售價」表達誇大參考價格及「目前市價」表達合理高參考價格，比單一方式呈現單一參考價格而言 (一)認知的最低市價向上移動百分比最大 (二)知覺的搜尋利益最小，消費者最不願再尋求其它零售點。 也就是廠商若同時以過去售價及目前市價來表達價格標,且所標示價格要偏高,此時所產生的促銷效果較好,消費者較不願再尋求其他零售點進行交易。 六、加上以｢過去售價｣表達比實際出售價還低的參考價格，在促銷效果上並不比單一方式呈現參考價格或其他呈現方式來得好。

本文以兩個眼動閱讀實驗探討語意訊息 (semantic cues) 和句法訊息 (syntactic cues) 如何在中文關係子句的處理中運作及交互作用。實驗一旨在研究兩種動詞與論元之間的合理性關係 (plausibility) 是否會影響讀者理解不同結構的關係子句。結果顯示，當兩個論元都是合理施事者 (agent) 時，論旨角色的指派 (thematic roles) 有歧義，較難理解；而當只有一個論元是合理的施事者時，讀者趨向指派正確的論旨角色，且較快整合句法上的困難。此外，因中文句法結構特殊，讀者在關係詞之前就處理主語關係子句 (subject relative clauses) 的歧義，在主要動詞上則會遇到賓語關係子句 (object relative clauses) 的理解困難。此發現解決了Hsiao & Gibson (2003) 和 Lin (2006) 的歧見，證明中文讀者在不同位置會遇到不一樣的困難。實驗二所關注的語意訊息為論元的生命性 (animacy)，關係子句中的兩個論元分屬有生命的 (animate) 及無生命的 (inanimate) 名詞。結果發現論旨角色的指派和生命性相互關聯，有生命性的論元較傾向當施事者，而無生命的論元傾向當受事者。讀者仍在關係詞之前遇到主語關係子句的理解困難，但在主要動詞，讀者主要依循生命性的引導來指派論旨角色，句法訊息的影響並不顯著。因此語意訊息在中文的語句處理扮演重要的角色，結果大致上與Traxler (2002)的研究相符。讀者同時受到當下的句法訊息以及語意訊息影響，在不同的位置會遇到不一樣的歧義性，而產生花園路徑效果 (garden-path effect)。 / Two eye movement experiments were conducted to investigate how semantic cues and syntactic structural cues function and interact in Mandarin Chinese relative clause (RC) processing. Mandarin Chinese is unique in combining head-final RCs with a VO basic order (Dryer, 1992, 2003) and also in relying solely on word order as structural cues, without case marking or agreement. However, Mandarin Chinese still preserves flexibility in word order that is motivated by pragmatics. Semantic cues, including the plausibility of the argument-verb relation and argument animacy within RCs, may be crucial to sentence processing in Mandarin Chinese. Experiment 1 aims to examine whether the meaning of the verb allowing only one of the two animate arguments to be a plausible agent may lead to reduction of ORC difficulty (cf. Traxler, 2002). The results showed that the plausibility effects were robust at the head noun and the main verb. A bias of thematic role assignment in the irreversible relation leads readers to correct interpretations, while the reversible relation does not elicit such a bias. The results also solved the discrepancy between the two previous studies (Hsiao and Gibson, 2003 & Lin, 2006) by unveiling a dynamic process in which readers encounter diverse ambiguities at different positions for different structures. Chinese readers disambiguate SRCs earlier due to their non-canonical word order and have trouble integrating the main verb in ORCs owing to perspective shifting. The interaction between plausibility and RC type on re-reading rate suggested that plausibility cues were used to solve syntactic ambiguity. Experiment 2 manipulated contrastive argument animacy in order to investigate whether thematic role assignment correlates with animacy. The results confirmed the hypothesis that while animate entities bias towards agent roles, inanimate ones incline towards patient roles (c.f., Valin & LaPolla, 1997). Besides, inanimate entities are conceptually less accessible than animate ones. Contrastive animacy shows its impact on syntactic processing with robust interactions at different positions. The findings of interactions between semantic cues and RC types in two experiments suggest that semantic cues play an important role in Chinese relative clause processing. Semantic plausibility and argument animacy can influence the process of thematic role assignment. The semantic cues that accord with the biases of thematic role assignment then would ease the syntactic ambiguities. Not only syntactic cues but also semantic cues are utilized by readers in sentence comprehension. In this thesis, the eye movement data provide clear evidence indicating that readers solve various temporary ambiguities syntactically and semantically at different positions of the sentence with relative clauses.