| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 96 === The density of convenience stores in Taiwan ranked as number one in the world showed from the survey data of 2007, average of 2,700 persons per convenience store. Therefore, convenience stores occupied an important position in the lifestyle of Taiwan people. After the fad of Kitty magnet collection which started by the President Chain Store Corporation; 7 eleven; at 2005, it created recorded high of 9.38 billions dollars of business in one month. Other convenience stores followed the footstep by campaigning varieties of promotions and additional services and hoped to preserve its position in this competitive market.
Up to the present, the majority of the promotions developed by each convenience store were gift with purchased for over certain amount, discount, or draws. Based on previous researches, it indicated that the promotion based on price incentive; the current trend; can stimulate the sales power in short time. This study used 2x2x2 experimental design to investigate the influence on customer perceived value and purchase intention due to discount size (high or low) and type of price discount with interaction factor on the price level (high or low).
Results were as follow: (1) there was significant difference in customer perceived value and no significant difference in purchase intention due to different level of discount size (high/low) in convenience stores; (2) there was significant difference in customer perceived value and purchase intention due to different discount type in convenience stores; and (3) the interaction effect of different price level (high/low) under different discount size (high/low) and discount type (percentage off/cash rebate) make no significant difference in customers perceived value and purchase intentions.
Besides, through the mean average analysis, the convenience store should implement percentage off price promotion on products which have lower price in order to make customers have higher perceived value and purchase intention.
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