本研究旨在探討消費者對於7-11 City Café 「品牌形象」及「整合行銷傳播」對購買意願之影響。本研究以半年內曾到7-11購買過City Café 之消費者為研究對象。本研究採用便利抽樣法,以高雄地區之7-11為研究範圍,於2011年1月15日至1月31日進行問卷調查,共計發出440份問卷,有效問卷數為405份,有效回收率為92%。 本研究之實證研究結果發現,(1)7-11 City Café 「品牌形象」對「購買意願」有部分顯著影響效果。(2)7-11 City Café 「整合行銷傳播之工具」對購買意願有部分顯著影響效果。(3)7-11 City Café 「整合行銷傳播之輸出管制績效」對「購買意願」有顯著正向影響效果。(4)7-11 City Café 「整合行銷傳播」對「購買意願」有部分顯著影響效果。(5)「不同的人口統計變數」對「購買意願」有部分顯著差異。綜上所述,我們可以瞭解,消費者對於品牌形象與整合行銷傳播所傳遞的意象與價值可謂是相當重視。
This research focuses on analyzing City Café of Seven-Eleven for the effect of “brand image” and “Integrated Marketing Communication”(IMC) on purchase intention. In this research, the objective of this study was the consumer who has purchased City-Café from Seven-Eleven for six months. We use convenience sampling method in the research. To study the 7-11 in Kaohsiung area, we did the questionnaire survey from January 15th to January 31st in 2011. We provided 440 questionnaires, and the 405 questionnaires were valid, the rate of effective was 92%. According to the result of the study, we found (1) the brand image of City Cafe has significant influence on purchase intention. (2) Integrated Marketing Communication Tools of City Café has significant influence on purchase intention. (3) Integrated Marketing Communication Output Control Performance of City Café has great positive influence on purchase intention. (4) Integrated Marketing Communications of City Café has remarkable influence on purchase intention. (5) Difference demographic variables of City Café has significant difference on purchase intention. To sum up, we can understand that consumers pay more attention on the value of brand image and integrated marketing communications.