The Influences of Sales Promotion and the Impact of Country-of-Origin on Impulsive Purchase Behavior

• Main Authors: Chia-Hsin Wu, 吳嘉欣
• Other Authors: Tai-Ning Yang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/67836740914306011791

碩士 === 中國文化大學 === 國際企業管理學系 === 100 === In the context of the globalization today, consumer market is very intense competi-tion. Thus the industries must constantly have new strategies to increase consumers’ purchase intention and themselves competitiveness. In addition, companies must con-sider the cost, so the products were manufactured form other countries and adopted in-ternational specialization. Therefore, consumers faced more domestic, foreign or na-tionality of the products in the market. When the stores are in promotion, consumers might have impulsive buying behavior. Because the market were full of goods form dif-ferent countries. It resulted in promotional products from other countries opportunity to increase. That wonders whether the situation will influence consumers’ purchase inten-tion. The Purpose of this research aims to investigate the relationship between sales promotion, the impact of country-of-origin and impulsive purchasing behavior. The samples were mainly focused on consumers to buy clothes in the recent and then participated in promotional activities in the store. This study surveyed 350, a total of 302 valid questionnaires; the effective rate was 86.29%. Empirical results show that: (1) Sales promotion on impulsive purchasing behavior of a significant positive impact. (2) The impact of country-of-origin on impulsive pur-chasing behavior of a significant positive impact. (3) The impact of country-of-origin has no moderation effect between sales promotion and impulsive purchasing behavior.