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二、中文部分
1.王又鵬，「促銷活動對消費者購買行為影響之研究」，政治大學企業管理研究所博士論文，民國82年。
2.周逸衡、關復勇、滕以勇，「人員服務接觸中顧客滿意之研究」，1998中華民國商業流通研討會，民國87年，高雄。
3.林建煌、王旭民，「脈絡線索對不同認知需求消費者之價格認知的影響」，台大管理論叢，第7卷第1期，民國85年。
4.翁崇雄，「服務品質評量模式之比較研究」，中山管理評論，第8卷第1期，民國89年，頁105-122。
5.翁崇雄，「評量服務品質與服務價值之研究-以銀行業為實證對象」，台灣大學商學研究所博士論文，民國82年。
6.張重昭、周宇貞，「知覺品質與參考價格對消費者知覺價值與購買意願之影響」，企業管理學報，第45期，民國88年9月，頁1-36。7.張重昭、高麗文，民國84年，「參考價格對消費者行為之影響」，中山管理評論，民國84年，頁80-107。8.張勝雄、周駿呈、劉建良，「公車服務品質與駕駛員管理策略之探討」，都市交通，第15卷第2期，民國89年，頁16-26。9.黃俊閎，「企業實行善因行銷的消費者反應」，交通大學管理科學研究所碩士論文，民國84年。
10.楊炳韋，「企業贊助公益活動行為之研究」，政治大學企業管理研究所碩士論文，民國83年。
11.蔡東峻、李奇勳，「消費者特性與網際網路購物意願關係之研究」，管理學報，第16卷第4期，民國88年12月，頁557-580。