The Purchase Intention of Consumers Influenced by Sales Promotion Programs in Hypermarket

• Main Authors: SHU CHING LU, 呂淑卿
• Other Authors: 榮泰生
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/54628169429537520219

碩士 === 輔仁大學 === 管理學研究所 === 93 === Due to domestic economy weary depression and increasing unemployed rate decrease both consumers’ incomes and purchasing ability, turning consumers into heavy budgeting-concerned status. Each consumer wants the cheapest product with best quality. marketers have to try promotion to appeal to price-sensitive consumers. Consumers with different involvement degrees,response differently, when they deal with promotions. Therefore, using hypermarket promotion programs as independent variable, involvement, purchasing convenient, impulsivity traits as interfered variable, and purchase intention as dependent variable to probe into the relation among the hypermarket promotion programs and purchase intention. Furthermore, using involvement, purchasing convenient, impulsivity traits as interfered variable to investigate the effect on purchase intention. This research was using the method of questionnaire survey together with various kind of satistic analysis and got the important discoveries are stated separately as follows： （1）The promotion programs have influences on purchase intentions. （2）The interaction of promotion programs involvement reveal interference effect to the purchase intention. （3）The interaction of purchasing convenient reveal interference effect to the purchase intention. （4）The interaction of Impulsivity traits reveal interference effect to the purchase intention. （5）Some suggestions and advice have been presented to marketers for promoting this industry in the future.