A Study on the Relationship between Promotion Activity and Impulse Purchase Intention- Perceived Savings as the Moderator

• Main Authors: PENG, YUN-ZHI, 彭勻織
• Other Authors: WU ,IEE-FUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/384w5z

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 105 === ABSTRACT In recent years, living expenses inflate while incomes remain unchanged. People are more carefully spending their money. They tend to rethink and reevaluate the goods before buying. Therefore, companies and stores make use of a variety of promotional methods and activities to trigger consumer’s desire to commit impulse purchase. This study explores the effects of promotion methods on impulse purchase with perceived savings as the moderator. Data is collected by questionnaire and then tested by difference analysis, regression analysis and hierarchical regression method. The empirical results are as follows: 1. Promotion method positively influences impulse purchase; 2. The more discount people perceive, the greater impacts there are on impulse purchase; 3. Perceived savings positively moderate the relationship between promotion methods and impulse purchase. This study gives insight to both consumers and industries to understand the influences and importance of promotion methods. Keywords: promotion method, impulse purchase, perceived savings