Abstract
This research aims to investigate the effects of brand image, promotion activities, and perceived value on consumers' purchase intention in convenience stores. The empirical analysis confirms the significantly positive impacts from all the variables on purchase intention and highlights the strong influences of functionality in brand image, monetary promotion in promotion activities, and monetary price in perceived value. We found that the perceived value plays a more influential role in determining the purchase intention, compared with the impacts from brand image and promotion activities. Monetary promotion activities exhibit a strongly positive impact on purchase intention through promotion itself and increasing perceived value. The current loyalty-card program, which provides price discount as regular monetary promotion and point accumulation for free collectables as non-monetary promotion, serves as the most effective mixture of promotion activities to create the win-win situation between consumers and convenience stores.
| Original language | English |
|---|---|
| Pages (from-to) | 413-432 |
| Number of pages | 20 |
| Journal | International Journal of Business Excellence |
| Volume | 12 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2017 Jan 1 |
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All Science Journal Classification (ASJC) codes
- Business and International Management
- Strategy and Management
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The effects of promotion activities on consumers' purchase intention in chain convenience stores. / Pai, Fan-Yun; Chen, Chien Ping; Yeh, Tsu Ming; Metghalchi, Massoud.
In: International Journal of Business Excellence, Vol. 12, No. 4, 01.01.2017, p. 413-432.Research output: Contribution to journal › Article
TY - JOUR
T1 - The effects of promotion activities on consumers' purchase intention in chain convenience stores
AU - Pai, Fan-Yun
AU - Chen, Chien Ping
AU - Yeh, Tsu Ming
AU - Metghalchi, Massoud
PY - 2017/1/1
Y1 - 2017/1/1
N2 - This research aims to investigate the effects of brand image, promotion activities, and perceived value on consumers' purchase intention in convenience stores. The empirical analysis confirms the significantly positive impacts from all the variables on purchase intention and highlights the strong influences of functionality in brand image, monetary promotion in promotion activities, and monetary price in perceived value. We found that the perceived value plays a more influential role in determining the purchase intention, compared with the impacts from brand image and promotion activities. Monetary promotion activities exhibit a strongly positive impact on purchase intention through promotion itself and increasing perceived value. The current loyalty-card program, which provides price discount as regular monetary promotion and point accumulation for free collectables as non-monetary promotion, serves as the most effective mixture of promotion activities to create the win-win situation between consumers and convenience stores.
AB - This research aims to investigate the effects of brand image, promotion activities, and perceived value on consumers' purchase intention in convenience stores. The empirical analysis confirms the significantly positive impacts from all the variables on purchase intention and highlights the strong influences of functionality in brand image, monetary promotion in promotion activities, and monetary price in perceived value. We found that the perceived value plays a more influential role in determining the purchase intention, compared with the impacts from brand image and promotion activities. Monetary promotion activities exhibit a strongly positive impact on purchase intention through promotion itself and increasing perceived value. The current loyalty-card program, which provides price discount as regular monetary promotion and point accumulation for free collectables as non-monetary promotion, serves as the most effective mixture of promotion activities to create the win-win situation between consumers and convenience stores.
UR - http://www.scopus.com/inward/record.url?scp=85024130817&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85024130817&partnerID=8YFLogxK
U2 - 10.1504/IJBEX.2017.085005
DO - 10.1504/IJBEX.2017.085005
M3 - Article
AN - SCOPUS:85024130817
VL - 12
SP - 413
EP - 432
JO - International Journal of Business Excellence
JF - International Journal of Business Excellence
SN - 1756-0047
IS - 4
ER -