| Summary: | 碩士 === 中華大學 === 運輸科技與物流管理學系碩士班 === 103 === The purpose of this study aims to investigate the effect of convenience stores’ promotional activities on the consumer behavior of elementary school children. We explore the effect by different backgrounds of children and two determining factors, intrinsic motivation and external environment, which affect the decision making of children.
Survey questionnaire of this study was developed based on literature review. The subjects of this study are the fifth and sixth graders at an elementary school in New Taipei City. Three hundred copies of questionnaire were distributed and 285 copies were responded and validated. Descriptive statistic, Chi-square test, one-way ANOVA, and Scheffe's methed were adopted to analyze and obtain the following conclusions.
1. Various promotion activities are proposed by convenience stores, which have significant effects on the subjected fifth and sixth graders’ consumer behavior. Besides, those students have high participation in those promotion activities.
2. The subjedted fifth and sixth graders with different background have significant difference in the consumer behavior when convenience stores propose different promotional activites, such as “price reduction”, “additional purchase price”, “combination price”, and “loyalty card”.
3. When promotional activities such as “price reduction”, “additional purchase price”, “combination price”, and “loyalty card”, were proposed, students’ consumer behavior show significant difference under the influence of intrinsic motivation and external environment.
4. Based on the survey results, approximately 70% of the subjected students have pocket money every week, which indicates that students have the ability to control and make decision of the use of money. Therefore, the eating habits,
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concepts of nutrition, and the importance of consumption habit should be reinforced and promoted by the school and family education to adjust their consumer behavior.
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