近年來,在生活型態的改變中,連鎖便利商店的門市數量增加非常快速,現在便利商店的密度已居全球之冠,而且便利商店內的商品同質性高,價格差異又不大,使得市場競爭更加激烈。在台灣這麼強烈的便利商店連鎖競爭中,為了避免營業額衰退而且要吸引更多顧客,各便利商店紛紛聯合廠商舉辦各種促銷活動。7-ELEVEN連鎖便利商店為了要增加銷售量,推出icash儲值優惠活動與持卡付款優惠活動,icash是台灣7-ELEVEN發行之預付儲值卡,icash空卡售價100元,可以重複加值,加值後可持卡在全國7-ELEVEN消費,免除攜帶零錢並且迅速完成交易,現在的消費者在便利商店購物時候考慮「便利性」,因此本研究採用Brown (1989)提出便利性之構面中,地點性便利來探討「便利性」對消費者「購買意願」的影響是本研究主要研究動機之一,同時持有icash讓您不定期享有各項優惠,因此「icash價格促銷」與「icash贈品促銷」對便利性與消費者「購買意願」的干擾影響是本研究主要研究動機之二。本研究以曾經接受過icash促銷活動的消費者為研究的對象,採問卷填答方式,共收集221份有效問卷。研究結果發現:(1)便利性與購買意願呈現顯著的正向關係。(2)高價格促銷對便利性與購買意願之間的正向關係呈現較強的顯著干擾效果。(3)高贈品促銷對便利性與購買意願之間的正向關係呈現較強的顯著干擾效果。
In recent years, according with changing life style, the number of the chain-like convenience stores has increased extremely. Now the density of convenience store in Taiwan became crown of the world. Convenience store’s commodity homogeneity and the price difference aren’t so difference. Because of that, the market competition has become more intensive. In Taiwan, under such an intensive competition, in order to avoid the turnover declining and attract more customers, the each convenience store have started to conduct each kind of sales promotion. The results of this study include: (1)7-ELEVEN’s convenience will be positively related to consumer purchase intention.(2) The positive relationship between convenience and comsumer purchase intention will be stronger when icash’s price promotion is stronger.(3) The positive relationship between convenience and comsumer purchase intention will be stronger when icash’s premium promotion is stronger.