| Summary: | 碩士 === 元智大學 === 經營管理碩士在職專班 === 99 === This thesis studies principally how the semblance attraction, recommended sales strategy, and flattery strategy of alcohol promotion girls influence the customer’s purchase intention. The previous research reports study mostly how promotion workers influence the sales volume, but it’s not easy to find the document that researches the influence about the related elements of alcohol promotion girls on the customer’s purchase intention. Through the intermediary effect of the customer’s positive mood, the main object of this thesis is to research if the independent variables such as the semblance attraction of alcohol promotion girls, recommended sales strategy and flattery strategy can influence the customer’s purchase intention directly.
The analysis methods used in this thesis are the structural equation pattern and path regression analysis. And the research result reveals that the semblance attraction of alcohol promotion girls, recommended sales strategy and flattery strategy have the definite influence on the customer’s positive mood. Both the customer’s positive mood and recommended sales strategy influence the purchase wish directly.
According to the research result, if alcohol production companies and marketing public relations firms can handle and use the above three skills appropriately, they will have good influence on the customer’s positive mood and purchase wish. Hopefully this thesis can help all alcohol production companies and marketing public relations firms remake and readjust their sales strategies on alcohol promotion girls, and strengthen the education and training of related sales skills, in order to enhance the sales volume noticeably.
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