The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART
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 attra...
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2012
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Online Access: | http://ndltd.ncl.edu.tw/handle/40907485767008650471 |
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ndltd-TW-100YDU006910132015-10-13T21:06:52Z http://ndltd.ncl.edu.tw/handle/40907485767008650471 The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART 量販店叫賣促銷活動效果之研究~以大潤發新竹忠孝店為例 Hsu, Hui-Ling 徐慧玲 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. Chen, Kee-Kuo Chen, Ming-Chang 陳基國 陳銘璋 2012 學位論文 ; thesis 44 zh-TW |
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NDLTD |
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NDLTD |
description |
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.
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author2 |
Chen, Kee-Kuo |
author_facet |
Chen, Kee-Kuo Hsu, Hui-Ling 徐慧玲 |
author |
Hsu, Hui-Ling 徐慧玲 |
spellingShingle |
Hsu, Hui-Ling 徐慧玲 The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART |
author_sort |
Hsu, Hui-Ling |
title |
The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART |
title_short |
The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART |
title_full |
The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART |
title_fullStr |
The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART |
title_full_unstemmed |
The Impact of Bark on customer purchase intention: Evidence from HsinchuZhongxiao Store of RT-MART |
title_sort |
impact of bark on customer purchase intention: evidence from hsinchuzhongxiao store of rt-mart |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/40907485767008650471 |
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