因為網際網路的普及，逐漸的改變了消費者的購物行為，造成了網路購物的興起，也造就了許多年營收上億元的網路店家，這樣的情形突顯了網路購物的重要性。消費者在選擇購買商品的店家時，是否會因為店家進行不同的行銷推廣方式，因而影響到消費者心中的商店形象及消費者的購買意願。 本研究以此為研究動機，試圖探討不同行銷推廣工具與消費者心中的商店形象及消費者的購買意願的關係，以及人口統計變數與消費者的購買意願的關係，因此本研究提出以下幾項研究目的。 一、不同行銷推廣工具與消費者心中商店形象的關係。 二、不同行銷推廣工具與消費者購買意願的關係。 三、人口統計變數與消費者購買意願的關係。 四、PChome商店街搭配不同行銷推廣工具與消費者購買意願的關係。 本研究透過問卷便利抽樣的方法來進行研究，取得之有效問卷樣本總數為319份，其中110份為直接問卷，另外209份為網路問卷，得到之結論如下。 商品廣告與消費者心中的商店形象及消費者的購買意願為高度正相關；直效行銷與消費者心中的商店形象及消費者的購買意願為高度正相關；促銷活動與消費者心中的商店形象及消費者的購買意願為高度正相關。 年齡較高及所得收入較高的消費者其購買意願也較高；使用網路頻率較高、瀏覽購物網站頻率較高及使用網路購物頻率較高的消費者購買意願也較高。 Because of the popularity of Internet, the shopping behavior for consumer is gradually changed. It results in the rise of online shopping and many online stores with billion dollars in annual revenue; the importance of online shopping is highlighted under such situation. When choosing the store to buy merchandise, the store image for consumers and purchase intention of consumers can be affected by different marketing and promotion way of stores. Based on the study motivation mentioned above, this study seek to explore different promotion tools and it’s relationship between the store image for consumers and purchase intention of consumers, as well as the relationship between demographic variables and purchase intention of consumers. So this study proposes several study purposes as follows. First, the relationship between different promotion tools and the store image for consumers. Second, the relationship between different promotion tools and purchase intention of consumers. Third, the relationship between demographic variables and purchase intention of consumers. Fourth, the relationship between the different promotion tools which PChome Shop Street matches and purchase intention of consumers. This study proceeded through the method of sampling questionnaires. Totally 319 effective questionnaire samples were made, in which there were 110 pieces from direct questionnaires, and 209 pieces from network questionnaires. It comes to the conclusion as below. The advertisement of product has highly positive correlation with the store image for consumers and purchase intention of consumers. The direct marketing has highly positive correlation with the store image for consumers and purchase intention of consumers. The promotional activity has highly positive correlation with the store image for consumers and purchase intention of consumers. Consumers with higher age and higher income have higher purchase intention. Consumers with higher frequency in using network, browsing shopping sites and using online shopping have higher purchase intention.
