A Study on Influence of Store Atmosphere and Sales Promotion on Consumer’s Unplanned Purchase Behavior

• Main Authors: Kuei-Chun Chen, 陳桂君
• Other Authors: Feng-Chao Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/47569507643598977862

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.