量販店價格促銷對購買意願之影響

The Impact of Price Promotion on Purchase Intention of Hypermarkets

本研究旨在探討量販店價格促銷對購買意願之影響，以補足先前研究缺口。本研究採用問卷調查法，以便利抽樣方式針對家樂福、愛買吉安，及好市多三家知名量販店之顧客為抽樣對象，共抽取450個樣本。經由複迴歸分析與變異數分析驗證各研究假說，研究結果發現價格促銷之一致性、折扣幅度、獨特性及訊息內容對購買意願皆有正向顯著影響，呈現方式對購買意願有顯著差異影響。最後，本研究提出管理意涵與經營管理相關建議，研究結果可做為國內量販店業者實務經營與相關學術研究之參考。

To bridge the gap of past studies, this research attempts to investigate the impact of price promotion on purchase intention of hypermarkets. This research also attempts to investigate the customers of domestic hypermarket and uses convenience sampling method to collect 450 valid questionnaires for Carrefour, RT-Mart and Costco customer. Analysis of the various hypotheses verification via multiple regression analysis and variance, study found that the consistency of price promotions, discounts, unique, and content messages on purchase intention have significant positive impact. There are significant differences in the presentation of the impact on purchase intention. Finally, this study proposes managerial implications, management suggestions, and hopping the results can be used as domestic hypermarket industry and related business practices with reference to academic research.