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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/61438

    Title: 購買動機與便利商店集點行為之研究;Shopping Motivation and Reward Stamp Collecting at Convenience Stores
    Authors: 許怡雯;Hsu,Yi-wen
    Contributors: 企業管理學系
    Keywords: 便利商店;消費者購買行為;購買動機;促銷;集點行為;Convenience stores;Consumer purchasing behavior;Shopping motivation;Promotion;Reward stamp collecting
    Date: 2013-08-27
    Issue Date: 2013-10-08 15:10:45 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 本研究欲探討大學生於便利商店之購買行為,會參與集點活動者及不會參與者之購買動機是否有所差異,以及特定行動類購買動機與特定需求類購買動機是否會有交互作用而影響購買行為。本研究依據Wagner與Rudolph (2010)所發展的購買動機量表理論,輔以一般至便利商店消費行為的問項,共計回收有效問卷200份進行資料分析。

    The study aims to explore whether shopping motivation of college students may differ due to participating in collecting reward stamps, as well as whether activity-specific motivation and demand-specific motivations may have interactions to moderate the relationship to shopping behavior. Based on the questionnaire developed by Wagner & Rudolph (2010), additional items about shopping behavior at convenience stores were added, and 200 effective questionnaires were used for data analysis.

    Results showed when the reward stamp collecting program was not running, participants willingly to participate in the program significantly differed from those who unwillingly to participate on inspiration, gratification, and gift shopping of activity-specific motivation, and store atmosphere and assortment uniqueness of demand-specific motivation. During the reward program running period, their shopping motivation were significant different on 9 out of 11 motivations, excluding bargain hunting and store atmosphere. When a specific convenience store holds a reward stamp collecting period, consumer increased their shopping on snacks, prepared meal, and drinks only slightly, but increased significantly on general merchandise for daily consumption, and reduced the purchase of service. Finally, only 4 interaction effects existed.
    Appears in Collections:[企業管理研究所] 博碩士論文

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