The Effects of Price Promotion on Purchasing Intention:Impulse Purchasing Consumers Type as Moderators
| Autor: | Chih-Hung Yang, 楊志鴻 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 In recent years, many convenience stores have joined the coffee war, competition has become even more intense. The industry attracts consumers with a variety of marketing tactics. In the current market, due to the promotion battle, various convenience stores have launched similar discount rate. Consumers at different convenience stores but feel almost the same price promotions. The study divided into monetary and non-monetary of scenarios. Through regression analysis trying to understand whether price promotions will attract consumers and increase purchase intention. To explore the impulse buying consumers between price promotion with purchase intention relationship. The results showed: 1. Prices promotion influences consumers purchase intention. 2. Types of impulse buying consumer influences consumers purchase intention. 3. Under the interference of impulse buying consumers, price promotions not influence consumers purchase intention. 4. Female or below 20 years old or below high school/vocational high school, those impulse buying trait with influence. Key Words: price promotion, impulse consumer trait, purchase intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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