The effects of promotion activities on consumers' purchase intention in chain convenience stores

Fan Yun Pai, Chien Ping Chen, Tsu Ming Yeh, Massoud Metghalchi

研究成果: Article

2 引文 斯高帕斯(Scopus)

摘要

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.

原文English
頁(從 - 到)413-432
頁數20
期刊International Journal of Business Excellence
12
發行號4
DOIs
出版狀態Published - 2017 一月 1

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management

指紋 深入研究「The effects of promotion activities on consumers' purchase intention in chain convenience stores」主題。共同形成了獨特的指紋。

  • 引用此