Turning Promotion into Sales: Moderators on the Relationship between Promotion Attractiveness and Actual Purchase in Underground Stores

• Main Authors: Ching Yi Kang, 康景宜
• Other Authors: C. I. Teng
• Format: Others
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/93171437155326840960

碩士 === 長庚大學 === 管理學院碩士學位學程在職專班經營管理組 === 99 === The purpose for the firm to hold sales promotion activity is often to increase the purchasing behavior of consumer. The firm will stimulate the purchasing behavior of consumers by providing the highly attractive sales promotion activities. However, consumers may not actually purchase. Therefore, it is important for managers to know which variables can increase or decrease the relation between the promotional attraction and the actual purchasing behavior of consumers. Thus, this study explores whether the intensity of the relation between the promotional attraction and the actual purchasing behavior will be regulated by the some specific variables. The subjects of this study are 400 shoppers who entered the East District Underground Stores and Zhongshan Underground Stores. A cross-sectional research design and questionnaires were adopted. Regressions were used for testing the study hypotheses. The analytical results indicate a positive relation between the promotional attraction and the actual purchasing likelihood. Good in-shop experience, time pressure, sufficient budget, and urgent demand will increase the influence of promotional attraction on the purchasing behavior of consumers. The clear demand will decrease it. There is insufficient research with respect to the moderators between the promotional attraction and the actual purchasing behavior. Therefore, this study can fill the knowledge gap on the relation between promotional attraction and actual purchasing behavior, and can also help managers to increase the turnover rate, which has the practical contributions.