| Summary: | 碩士 === 嶺東科技大學 === 國際企業系碩士班 === 104 === The density of Taiwanese convenience stores is the highest in Asia-Pacific region. According to industry statistics, customers usually like consumption in convenience stores. Due to the high homogeneity in merchandise and the small differences in price, the market becomes more competitive. In order to attract the consumers, various promotional activities have organized. The most popular is redeeming reward points.
The main purpose of this research was to understand how the gift forming consumption value to proceed with the activity. Also it was to analyze the positive influences between consumption value of the collection and loyalty of participating in collection activity. Sheth, et al. the functional value, epistemic value, conditioned value, social value, and emotional value were used as five facets of consumption value. Samples were customers who participated in activities of reward points. Also, the questionnaire, statistical methods and regression analysis were used.. The results showed that there were significant affects between consumer value and loyalty activities involved in collection points for the different background variables. The consumer value and loyalty in activities set point were also significant affects.
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