| Summary: | 碩士 === 育達科技大學 === 資訊管理所 === 103 === This study is intended to investigate the influence factors affecting consumer’s purchase intention in buying ice cream at convenience stores. It applies basic information, perceived prices, taste preferences, marketing methods, weather effects and buying motives as six influence frameworks. This study uses neural networks as a tool to deal with the questionnaire data. The most commonly used back-propagation neural network is applied to train and predict for the consumer’s purchase intention. After the training of neural network, the six influence frameworks will be pulled out successively to applied comparative analysis which is intended to find out the important order of these six influence frameworks. The result of this study indicates that the order of importance among the influence factor is (1)marketing methods, (2)buying motives, (3)weather effects, (4)perceived prices, (5)taste preferences and (6)basic information. The result of this study is intended to provide executive managers certain information as references for the future operations of ice cream sales. The price of ice cream is able to help consumer acquires higher CP value, as well as various seasonal flavors will satisfy consumer’s need of curiosity. They will enhance the sales performance of convenience stores. Marketing strategies and psychological consumer purchasing motivations can become the basis of advertising. It helps ice cream sales become non-seasonal and non-weather influenced and a frontier of profit generator at convenience stores.
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