便利商店贈品促銷與購買意願關係之研究-以知覺價值為中介變數

The Relationships among Convenience Store Premium Promotion, Consumers’ Purchase Intention , Through The Perceived Values

張永鑶(Yung-Tsang Chang)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2007年)

摘要

「2006年各大超商均展開全店行銷活動，且規模越做越大；雖然全店行銷活動大幅提升來客數與營業額，但各通路投入的資源成本相當龐大，因此運作後期已有通路宣布退出全店行銷活動。各通路如何運用創新行銷手法突破重圍，已經成為各家業者無不思考的課題」便利商店贈品促銷之目的除了增加來客數與客單價外，亦希望以長期間的贈品活動來養成消費者購物習慣與忠誠度，促銷成效最重要的是取決於消費者對於促銷的反應；因此，本研究除了藉由業者的訪談、文獻整理，研究與歸納便利商店贈品促銷之行銷策略背景、活動及贈品設計外，本論文之研究目的：
一、探討便利商店贈品促銷對於顧客知覺價值之影響。
二、探討便利商店贈品促銷之知覺價值與消費者購買意願之關係。
研究對象是以參與過便利商店贈品促銷，對該於顧客之知覺價值、購買意願為主要之研究對象，並以及商店形象為控制變數，透過問卷調查的方式共得到641份有效問卷，在各項衡量指標達到標準之後，利用線性結構關係LISREL 8.57統計工具進行實證分析，經過模式配適，所得之結論路徑關係如下：
一、便利商店贈品促銷之贈品對於通路知覺價值之影響
卡通人物與設計、用途與材質、主題與話題之設計三構面研究促銷贈品對於顧客知覺價值之影響；研究結果其影響為顯著。
二、全店贈品促銷之贈品知覺價值與購買意願之關係
便利商店贈品促銷實務上欲達成目的:通路移轉、提升客單價、提升購買頻率為題項，探討顧客拿到贈品因而感到該通路購物之價值提升，是否可以轉化為購買意願，本研究亦實證此論點在便利商店贈品促銷為成立。
三、知覺價值之中介效果
本研究以知覺價值做為贈品促銷與購買意願之中介變項，研究結果亦為成立，顯示贈品促銷對於到該通路購物之知覺價值之提升有正面之影響，進而影響購物意願之增強。

關鍵字

便利商店 ； 贈品促銷 ； 知覺價值 ； 商店形象 ； 購買意願

並列摘要

Heavy ultra trader launch the whole shop on sale throughout activity each 2006, and scale make heavy; Though the whole shop is on sale throughout the activity and raise guest's counting and turnover by a wide margin, the resource cost invested in every thorough fare is quite huge, so operation has had thorough fares that have announced and withdrawn the the whole shop and on sale throughout the activity on later stage. How all thorough fare uses
innovating and is on sale throughout the tactics to break through the tight encirclement,become
every property person subject that think invariably already ' convenience store purpose that gift
promotes, besides increasing guest's number and guest's univalent, also hope to formconsumers
to do shopping and get used to with the gift activity during it is long and loyalty, promote the
effect and the most important thing is to depend on consumer's response for promoting; So,
originally study except that put in order with the family property person's interview, document,
study and sum up marketing tactics background, move about and the gift design that the gift of
convenience store promote, research purpose of this thesis:
First, probe into the gift of convenience store and promote the influence on customer's
consciousness value.
Buy the relation of wills in second, consciousness value and consumer of probing into the gift
of convenience store and promoting.
With participating in been in research object convenience store the gifts promote,to
should consciousness value, will of buying, as main research object in customer, and and the shop image gets 641 effective questionnaires altogether through questionnaire investigation way in order to control parameters, after several weighs the standard of reaching of the indicator, utilize linear structure to concern LISREL 8.57 to count tools and carry on real example analysis, it is right to mix through the way, the relation of conclusion route of the income is as follows:
First, influence on the consciousness value in the thorough fare of gift that the gift of
convenience store promotes construct the surface and study and promote the influence on
customer's consciousness value of gifts three times in cartoon personages and the designs of
the design, use and material, theme and topic; Its influence of the result of study, in order to
show.
Second, gift consciousness value that the gift of the whole shop promotes and buying the
relation of wills Want to reach the purpose on the practice of promoting of the gift of
convenience store:
Thorough fare transfer, raise guest unit price, is it buy frequency as question item, probe into customer get gift feel value that thorough fare does shopping this improve to raise, whether can turn into the will of buying, also this argument of the real example is promoted in order to establish in the convenience store gift for this research.
Third, intermediary result of consciousness value The intermediary that this research
regards consciousness value as gifts and promotes and buys the will changes one, the result of study, also for tenabling, apparent Showing gifts will have positive influence on the improvement of the consciousness value to this thorough fare to do shopping to promote, and then influence the purpose of doing shopping Enhancement that wished.

並列關鍵字

The convenience store ； gift promote ； consciousness value ； image of the shop ； perceived values

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