Cartoon Characters Reward Stamp Collecting at Convenience Stores using Theory of Planned Behavior

• Main Authors: Ya-Lin Chen, 陳雅琳
• Other Authors: 呂慈恩
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/36197190038094887619

碩士 === 健行科技大學 === 國際企業經營系碩士在職專班 === 104 === Reard Points Collecting Activities of convenience stores have been prevailing in Taiwan for over a decade since such promotion was launched in 2005. The key to success lies in making a careful choice of the cartoon figures, besides the efforts of the convenience stores to carry out different strategy and to expand the variety of the commodities in exchange of the reward points redeemed. The study use Theory of Planned Behavior（TPB）, Brand Relationship Quality（BRQ）and Self-Cartoon Characters Personality Match as the theoretical models to explore the factors which influence consumers’ purchase behavior on cartoon characters reward stamp collecting at convenience stores. Out of the 300 questionnaires sent to the consumers in Taiwan, 289 questionnaires were valid returned with a collection rate of 96.33%. The major findings of this study were stated as below. 1.Attitude, subjective norm and perceived behavioral control of stamp collecting displayed significant positive influence on purchase behavior. 2.Brand relationship quality displayed significant positive influence on attitude of stamp collecting. 3.Brand relationship quality displayed significant positive influence on purchase behavior.