The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART

• Main Authors: Hsu, Hui-Ling, 徐慧玲
• Other Authors: Chen, Kee-Kuo
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/40907485767008650471

碩士 === 育達商業科技大學 === 行銷與流通管理所 === 100 === Bright light and comfortable and spacious shopping environment make a distractive difference between hypermarkets and traditional markets. However, for providing timely promotional information, the hypermarket of Taiwan usually barks the target goods to attract shopping consumers. The purpose of this study is to explore the impact of barks on the customer purchase intention. After analyzing data surveyed from HsinchuZhongxiao Store of RT-MART, it is found that the bark have a significantly positive influence on customer purchase intention, and that this influence is large enough to offset the negative sentiment effect caused by the bark on the customer purchase intention. The social-economic variables including age, sex, occupation, education and married status have no significant effect on the customer purchase intention.