A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior
碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === In recent years, various shopping ways make more chances of customer’s unplanned purchase behavior. The stores use stores features and promotions to improve profitability and sales. It seems to have become the focus of operations. This study is to investigate t...
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ndltd-TW-103DYU011211482017-04-24T04:22:45Z http://ndltd.ncl.edu.tw/handle/47569507643598977862 A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior 商店氣氛與促銷方式對消費者非計畫性購買行為影響之研究 Kuei-Chun Chen 陳桂君 碩士 大葉大學 管理學院碩士在職專班 103 In recent years, various shopping ways make more chances of customer’s unplanned purchase behavior. The stores use stores features and promotions to improve profitability and sales. It seems to have become the focus of operations. This study is to investigate the impact of store atmosphere and promotions on consumer’s unplanned purchase behavior. In the manner of analysis, 2 × 5 factor groups are carried out. The groups are divided into promotions (price / non-price) factors and store atmosphere (outdoor / general indoor / layout and design / internal display / person variable) factors to understand its impact on consumer’s unplanned purchase behavior. The study subjects are adult consumers who have a greater amount of the spending power. Through SPSS statistical software, it uses reliability and validity analysis, descriptive statistical analysis method, Pearson product moment correlation analysis, regression analysis to analyze the data. The research results are as follows: (1) Store atmosphere has a positive impact on consumer’s unplanned purchase behavior. (2)Promotional ways have a positive impact on consumer’s unplanned purchase behavior. (3) Consumers pay the most attention to the price promotion. (4) The impact of promotions on consumer’s unplanned purchase behavior is larger than the impact of the store atmosphere on consumer’s unplanned purchase behavior. Feng-Chao Yang 楊豐兆 2014 學位論文 ; thesis 76 zh-TW |
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碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === In recent years, various shopping ways make more chances of customer’s unplanned purchase behavior. The stores use stores features and promotions to improve profitability and sales. It seems to have become the focus of operations. This study is to investigate the impact of store atmosphere and promotions on consumer’s unplanned purchase behavior. In the manner of analysis, 2 × 5 factor groups are carried out. The groups are divided into promotions (price / non-price) factors and store atmosphere (outdoor / general indoor / layout and design / internal display / person variable) factors to understand its impact on consumer’s unplanned purchase behavior. The study subjects are adult consumers who have a greater amount of the spending power. Through SPSS statistical software, it uses reliability and validity analysis, descriptive statistical analysis method, Pearson product moment correlation analysis, regression analysis to analyze the data. The research results are as follows: (1) Store atmosphere has a positive impact on consumer’s unplanned purchase behavior. (2)Promotional ways have a positive impact on consumer’s unplanned purchase behavior. (3) Consumers pay the most attention to the price promotion. (4) The impact of promotions on consumer’s unplanned purchase behavior is larger than the impact of the store atmosphere on consumer’s unplanned purchase behavior.
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author2 |
Feng-Chao Yang |
author_facet |
Feng-Chao Yang Kuei-Chun Chen 陳桂君 |
author |
Kuei-Chun Chen 陳桂君 |
spellingShingle |
Kuei-Chun Chen 陳桂君 A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior |
author_sort |
Kuei-Chun Chen |
title |
A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior |
title_short |
A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior |
title_full |
A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior |
title_fullStr |
A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior |
title_full_unstemmed |
A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior |
title_sort |
study on influence of store atmosphere and sales promotion on consumer’s unplanned purchase behavior |
publishDate |
2014 |
url |
http://ndltd.ncl.edu.tw/handle/47569507643598977862 |
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