在行銷領域裡，試用品促銷扮演著極其重要的角色，不僅刺激潛在消費群，也為企業帶來更多的商機。試用品促銷最大優點在於吸引消費者做第一次嘗試，引發消費者的衝動性購買，而其缺點則是花費昂貴。本研究以吸油面紙為研究產品，透過試用前後的行為及滿意度調查，評估試用品效果。
不同於過去的研究，本研究從消費者與產品關係著手，試用前之問卷調查剖析目標消費者特性及產品特性，試用後之問卷調查對象係針對第一份問卷中的潛在顧客，進行試用後的意見調查，由於掌握消費者最關鍵的購買因素，因此結果顯示目標消費群的試用率大為提昇，試用後的產品特性滿意度，亦產生高度購買意願與品牌忠誠。

Sampling plays an important role in the field of marketing. Not only stimulate prospects, but bring about more opportunities to the enterprises. The most significant advantage of sampling is to induce consumers the first trial, fill consumers’ stomaches and empty their wallets at the same time. However, the disadvantage of sampling would be costing a lot. This research aims to evaluate the effect of free sample in terms of comparison between pre-trial and post-trial of consumers’ behavior and satisfaction.
Different from what studied in the past, this research proceeded out of the relationships between consumers and products. The pre-trial questionnaire survey investigated target customers personalities and product features. The post-trial questionnaire conducted post-trial opinion survey to the prospects screened from the first questionnaire. With controlling the most critical consumers purchase factor; hence, the results represented high trial rate from target customers. The product properties satisfaction of post-trial also generated rising purchase intentions and brand loyalty.

中文部份
1. 周文賢，「行銷管理」，智勝文化事業有限公司，民國八十八年。
2. 張紹勳，張紹評，林秀娟，「SPSS For Windows 多變量統計分析」，松崗電腦圖書資料股份有限公司，民國八十九年。
3. 陳邦杰，「新產品行銷」，遠流出版事業股份有限公司，民國八十年。
4. 榮泰生，「消費者行為」，五南圖書出版公司，民國八十八年。
5. 劉美琪，「促銷管理理論與實務」，正中書局，民國八十七年。
英文部份
1. Aaker, David A. (1973), “Toward A Normative Model of Promotional Decision Making,” Management Science, Vol. 19, No. 6, 593-603.
2. Anderson, Eugene W. and Mary W. Sulluvan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, Vol. 12, No. 2, Spring, 125-143.
3. Baba, Kapil and Robert Shoemaker (2004), “The Effect of Free Sample Promotions on Incremental Brand Sales,” Marketing Science, Vol. 23, No. 3, Summer, 345-363.
4. Bayus, Barry L. (1985), “Word of Mouth: The Indirect Effects of Marketing Efforts,” Journal of Advertising Research, Vol. 25, No. 3, 31-39.
5. Bettinger, Charles O., Lyndon E. Dawson, Jr. and Hugh G. Wales (1979), “The Impact of Free-Sample Advertising,” Journal of Advertising Research, Vol. 19, No. 3, 35-39.
6. Bitner, Mary Jo (1990), “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses,” Journal of Marketing, Vol. 54, 69-82.
7. Burger, Jerry M. (1999), “The Foot-in-the-Door Compliance Procedure: A Multiple-Process Analysis and Review,” Personality and Social Psychology Review, Vol. 3, No. 4, 303-325.
8. Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing, Vol. 6, 241-254.
9. Campbell, Leland and William D. Diamond (1990), “Framing and Sales Promotion: The Characteristics of A Good Deal,” Journal of Consumer Marketing, Vol. 7, No. 4, 25-31.
10. Cardozo, R. N. (1965), “An Experimental Study of Customer Effort, Expectation and Satisfaction,” Journal of Marketing Research, Vol. 2, 244-249.
11. Chandon Pierre, Brian Wansink and Gilles Laurent (1990), “A Benefit Congruency Framework of Sales Promotion Effectiveness,” Journal of Marketing, Vol. 64, 65-81.
12. Churchill, G. A. and Surprenant C. (1982), “An Investigation into Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol. 19, 491-504.
13. Cronin, J. Joseph, Jr. and Steven A. Taylor (1992), “Measuring Service Quality: A Reexamination and Extension,” Journal of Marketing, Vol. 56, 55-68.
14. Davidson J. Hugh (1987), “Offensive Marketing: How to Make Your Competitors Follow,” 2th Edition, Grower Publishing Company Limited, England.
15. Davis, Kenneth R. (1981), “Marketing Management,” 4th Edition, John Wiley Inc., New York.
16. Davis, Scott, J. Jeffery Inman and Leigh McAlister (1992), “Promotion Has A Negative Effect on Brand Evaluations－Or Does It? Additional Disconfirming Evidence,” Journal of Marketing Research, Vol. 29, 143-148.
17. Day, George S.(1971), “Attitude Change, Media and Word of Mouth,” Journal of Advertising Research, Vol. 11, No. 6, 31-40.
18. Fornell, Claes (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 55, 1-21.
19. Hamm, B. Curtis, Michael Perry and Hugh F. Wynn (1979), “The Effect of a Free Sample on Image and Attitude,” Journal of Advertising, Vol. 9, No. 4, 35-37.
20. Hartley, Steven W. and James Gross (1988), “How Sales Promotion Can Work for and Against You,” The Journal of Consumer Marketing, Vol. 5, No. 3, 35-42.
21. Heiman, A.and E. Muller (1996), “Using Demonstration to Increase New Product Acceptance: Controlling Demonstration Time,” Journal of Marketing Research, Vol. 33, 422-430.
22. Hepworth, M. (1998), “The Power of Negative Thinking,” CMA Management, Vol. 72, 34.
23. Holmes, John H. and John D. Lett, Jr. (1977), “Product Sampling and Worth of Mouth,” Journal of Advertising Research, Vol. 17, No. 5, 35-40.
24. Howard, J. A. and J. N. Sheth (1969), “The Theory of Buyer Behavior,” John Wiley and Sons Inc., NY.
25. Jain, Dipak, Vijay Mahajan and Eitan Muller (1995), “An Approach for Determining Optimal Product Sampling for The diffusion of A New Product,” Journal of Product Innovation Management, Vol. 12, 124-135.
26. Kalyanaram, G. and G. L. Urban (1992), “Dynamic Effects of The Order of Entry on Market Share, Trial Penetration, and Repeat Purchases for Frequently Purchased Consumer Goods, Marketing Science, Vol. 11, 235-250.
27. Kolter, Philip (2000), “Marketing Management: Analysis, Planning, Implementation, and Control,” 10th Edition, Prentice-Hall Inc., NJ.
28. Labarbera, Priscilla A. and Mazursky David (1983), “A Longitudinal Assessment of Customer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process,” Journal of Marketing Research, Vol. 20, 393-404.
29. Lammers, H. Bruce (1991), “The Effect of Free Samples on Immediate Consumer Purchase,” Journal of Consumer Marketing, Vol. 8, No. 2, Spring, 31-37.
30. Marks, Lawrence J. and Michael A. Kamins (1988), “The Use of Product Sampling and Advertising: Effects of Sequence of Exposure and Degree of Advertising Claim Exaggeration on Consumers’ Belief Strength, Belief Confidence, and Attitudes,” Journal of Marketing Research, Vol. 25, 266-281.
31. Maxham, James G. (2001), “Service Recovery’s Influence on consumer Satisfaction, Positive Word-of-Mouth, and Purchase Intentions,” Journal of Business Reasearch, Vol. 54, 11-24.
32. Neal, William D. (1999), “Satisfaction Is Nice, but Value Drives Loyalty,” Marketing Research, Vol. 11, Spring, 20-23.
33. Neelamiegham. R. and D. C. Jain. (1999), “Consumer Choice Process for Experience Goods: An Econometric Model and Analysis,” Journal of Marketing Research, Vol. 36, 373-386.
34. Nord, Walter R. and J. Paul Peter (1980), “A Behavior Modification Perspective on Marketing,” Journal of Marketing, Vol. 44, 36-47.
35. Oliver, Richard L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing, Vol. 17, 460-469.
36. Oliver, Richard L. (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, Vol. 57, No. 4, 25-48.
37. Oliver, Richard L. and Lan C. MacMillan (1992), “An Investigation of Attribute Suggestions for A Stage-Specific Satisfaction Framework,” Advance in Customer Research, Vol. 19, 237-244.
38. Percy, Larry, John R. Rossiter, and Richard Elliott (2001), “Strategic Advertising Management,” Oxford University Press.
39. Peter, J. Paul and Jerry C. Olson (1990), “Consumer Behavior and Marketing Strategy,” Richard D. Irwin Inc.
40. Peter, J. Paul and Walter R. Nord (1982), “A Clarification and Extension of Operant Conditioning Principles in Marketing,” Journal of Marketing, Vol. 46, Summer, 102-107.
41. Quelch, John A. (1989), “Sales Promotion Management,” Englewood Cliffs, Prentice-Hall Inc., NJ.
42. Raghubir, Priya, J. Jeffrey Inman, and Hans Grande (2004), “The Three Faces of Consumer Promotions,” California Management Review, Vol. 46, No. 4, Summer, 23-42.
43. Reichheld, Frederick F. and W. Earl Sasser, Jr. (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, Vol. 68, No. 5, 105-111.
44. Rogers, Everett M. (1983), “Diffusion of Innovation,” 3rd Edition, Free Press, NY.
45. Ronald, W. Hasty and Ted Will (1973), “Retailing,” 3rd Edition, Harper & Rown Publisher. Inc., NY.
46. Rothschild, Michael L. and William C. Gaidis (1981), “Behavioral Learning Theory: Its Relevance to Marketing and Promotions,” Journal of Marketing, Vol. 45, No. 2, 70-78.
47. Sawyer, Alan G. and Peter R. Dickson (1984), “Psychological Perspectives on Consumer Response to Sales Promotion,” Research on Sales Promotion: Collected Papers, ed. Katherine E. Josz, Marketing Science Institute, Cambridge, MA., 47-62.
48. Schultz, Don E. and William A. Robinson (1982), “Sales Promotion Management,” Crain Books, Chicago, IL.
49. Schultz, Don E., William A. Robinson and Lisa A. Petrison (1998), “Sales Promotion Essentials,” NTC Business Books, Lincolnwood, IL.
50. Scott, Carol A. (1976), “The Effects of Trial and Incentives on Repeat Purchase Behavior,” Journal of Marketing Research, Vol. 13, 263-269.
51. Sheth, J. N. (1971), “Word of Mouth in Low Risk Innovations,” Journal of Advertising Research, Vol. 11, 15-18.
52. Shimp, Terrence A. (1993), “Promotion Management and Marketing Communications,” Dryden Press, Chicago, IL.
53. Silk, Alvin J. and Glen L. Urban (1978), “Pre-test Market Evaluation of New Packaged Goods: A Model and Measurement Methodology,” Journal of Marketing Research, Vol. 15,165-181.
54. Spreng, R. A., Harrell G. D., and Mackoy R. D. (1995), “Service Recovery: Impact on Satisfaction and Intentions,” Journal of Service Marketing, Vol. 9, No. 1,15-23.
55. Villas-Boas, J. M. (2004), “Consumer Learning, Brand Loyalty, and Competition,” Marketing Science, Vol. 23, No. 1, Spring, 134-135.
56. Weiner, Bernard (2000), “Attributional Thoughts about Consumer Behaviorg,” Journal of Consumer Research, Vol. 27, 382-387.