Title page for etd-0402112-103834


[Back to Results | New Search]

URN etd-0402112-103834
Author Yen-Ting Wu
Author's Email Address No Public.
Statistics This thesis had been viewed 5574 times. Download 372 times.
Department Business Management
Year 2011
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Impacts on Impulsive Buying Behavior and the Degree of Customers’ Satisfaction toward Different Promotional Activities
Date of Defense 2011-05-28
Page Count 101
Keyword
  • Point Collecting
  • Customers’ Satisfaction
  • Impulsive Buying Behavior
  • Impulsivity Trait
  • Promotion Schemes
  • Abstract Due to the saturation of the market and the economic downturn in 2008, the expansion rate of shops of convenience store chains in Taiwan has shrunk rapidly. In coping with this harsh external environment, all of the proprietors strive to implement varieties of promotion activities to boost their revenue. One of the most popular schemes is the "Whole Store Integrated Promotion Strategy" initiated by 7-Eleven in 2007. That is, by means of point collecting, customers can exchange for exclusive gifts or get a discount on certain products. The market response toward this activity is so strong that makes other competitors to follow suit immediately. Hence, this promotion skill has become the panacea for lifting sales.
    Thus, this study uses customers of convenience stores as the subject to analyze the impacts on impulsive buying behavior on different promotion activities and to understand the degree of customers’ satisfaction after they finish their shopping. Meanwhile, the impulsivity traits and the social demographic variables of customers are included in this survey as well in order to find out their relationship with the impulsive buying behavior.
    The result reveals that the traditional price-discount promotion activity is favored and easier to induce impulsive buying behavior than the novel point collecting one. Besides, this study also finds out that the higher impulsivity trait the customer possesses the more possibility for them to conduct impulsive buying. As for customers' satisfaction, it shows that the higher degree of impulsive buying, the more satisfy the customer is.
    Advisory Committee
  • Pei-how Huang - chair
  • Tsuang Kuo - co-chair
  • Tai-Hwa Chow - advisor
  • Files
  • etd-0402112-103834.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2012-04-02

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys