The Relationship among Promotions, Service Quality , Perceived Valueand Purchase Intention - An Empirical Study of the Chained Drug Store

• Main Authors: CHIANG HUEI FEI, 蔣蕙妃
• Other Authors: 丁鏗升
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/8z8cx7

碩士 === 高苑科技大學 === 經營管理研究所 === 103 === As the consumption pattern changes, chained drug stores which combine pharmacies and cosmetic store are popular in Taiwan. Recently, chained drug stores have taken its place in retail markets. In the highly competitive market, in order to boost sales, service providers beat their brains out trying to give different kinds of promotions and to raise service level. By those strategies, sellers expect to catch consumer’s attention, to capture their perceived agreement, and to increase purchase intention. The research aims to study how different promotions and service quality of chained drug stores influence consumers’ perceived value and purchase intention. The research uses literature review and questionnaire survey to collect data. The samples are customers in Kaohsiung who have shopped at chained drug stores. In total, 400 questionnaires were given by convenience sampling, and 383 valid respondent questionnaires were collected. Statistical Product and Service Solution (SPSS) 22.0 was employed to analyze the collected data, and reliability analysis, validity analysis, descriptive statistics analysis, independent sampling T-test, one way ANOVA, correlation analysis and regression analysis were used to verify assumptions. The results indicate that promotion activities, service quality, perceived value and purchase intention are significantly positive correlations. Promotion activities have distinct effect on perceived value. Service quality have significant effect on perceived value. Perceived value have significant influence on purchase intention. Managerial suggestions are provided based on the above results.