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Title page for etd-0822113-114036


URN etd-0822113-114036 Statistics This thesis had been viewed 1101 times. Download 0 times.
Author Kai-Yung Chang
Author's Email Address No Public.
Department Management Business Administration
Year 2012 Semester 2
Degree Master Type of Document Master's Thesis
Language Chinese&English Page Count 154
Title The Exploratory Research of Promotion Methos, Brand Equity and Purchase Intention-An Example of Convenient Chain Stores
Keyword
  • Purchase Intention
  • Brand equity
  • Monetary promotion
  • Monetary promotion
  • Brand equity
  • Purchase Intention
  • Abstract Convenient chain stores have a huge influence to the living in Taiwan. According to the Fair Trade Commission of Taiwan, as economics and consumer behavior change, convenient chain stores pursues a characteristic of convenience, it releases new operation method of providing bills and fees collection、door to door delivery、preorder products and online multiple products and services. There were about 28.78 hundred million customers in convenient chain store industry in 2011, comparing to 27.36 hundred million in 2010, it increased 1.42 hundred million, with twenty four-seven working hours, it have become a high reliable retail store for customers in Taiwan.This is an exploration study of monetary promotion, non-monetary promotion, and brand equity to consumer purchase intention. Use the industry of convenient chain stores example, and propose hypotheses according to previous studies and literature review of variables. The topic of this study is “The exploration research of promotion and brand equity- an example of convenient chain stores”, specify the research object as the salary men from Taipei city and New Taipei city of Taiwan. The survey duration is from January to March 2013. This study handed out 170 surveys in paper, and reclaims 153 surveys; the rate of reclaim is 90%. By Using the analysis tools of SPSS 18.0 and AMOS 18.0, this study verified the hypotheses as below: (1) Monetary promotion method has a positive influence to purchase intention in convenient chain store. (2) Non-monetary promotion method has a positive influence to purchase intention in convenient chain store. (3) Brand Equity has a positive influence to purchase intention in convenient chain store. At the end of this study, we propose managerial implication, research suggestions and research direction for future study, this study can be the reference for academic guild line.
    Advisor Committee
  • Chi-Chuan Wu - advisor
  • Files indicate in-campus access at 98 years and off-campus not accessible
    Date of Defense 2013-06-16 Date of Submission 2013-08-26


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