近年來，在生活型態的改變中，連鎖便利商店的門市數量增加非常快速，現在便利商店的密度已居全球之冠，而且便利商店內的商品同質性高，價格差異又不大，使得市場競爭更加激烈。在台灣這麼強烈的便利商店連鎖競爭中，為了避免營業額衰退而且要吸引更多顧客，各便利商店紛紛聯合廠商舉辦各種促銷活動。7-ELEVEN連鎖便利商店為了要增加銷售量，推出icash儲值優惠活動與持卡付款優惠活動，icash是台灣7-ELEVEN發行之預付儲值卡，icash空卡售價100元，可以重複加值，加值後可持卡在全國7-ELEVEN消費，免除攜帶零錢並且迅速完成交易，現在的消費者在便利商店購物時候考慮「便利性」，因此本研究採用Brown (1989)提出便利性之構面中，地點性便利來探討「便利性」對消費者「購買意願」的影響是本研究主要研究動機之一，同時持有icash讓您不定期享有各項優惠，因此「icash價格促銷」與「icash贈品促銷」對便利性與消費者「購買意願」的干擾影響是本研究主要研究動機之二。本研究以曾經接受過icash促銷活動的消費者為研究的對象，採問卷填答方式，共收集221份有效問卷。研究結果發現：（1）便利性與購買意願呈現顯著的正向關係。（2）高價格促銷對便利性與購買意願之間的正向關係呈現較強的顯著干擾效果。（3）高贈品促銷對便利性與購買意願之間的正向關係呈現較強的顯著干擾效果。

In recent years, according with changing life style, the number of the chain-like convenience stores has increased extremely. Now the density of convenience store in Taiwan became crown of the world. Convenience store’s commodity homogeneity and the price difference aren’t so difference. Because of that, the market competition has become more intensive. In Taiwan, under such an intensive competition, in order to avoid the turnover declining and attract more customers, the each convenience store have started to conduct each kind of sales promotion. The results of this study include: (1)7-ELEVEN’s convenience will be positively related to consumer purchase intention.(2) The positive relationship between convenience and comsumer purchase intention will be stronger when icash’s price promotion is stronger.(3) The positive relationship between convenience and comsumer purchase intention will be stronger when icash’s premium promotion is stronger.

摘 要II
ABSTRACTIII
誌謝IV
目 錄V
表目錄VII
圖目錄VIII
第一章1
1.1、研究背景與動機1
1.2、研究目的3
1.3、研究流程3
第二章 文獻探討5
2.1 便利性5
2.2 促銷6
2.2.1 促銷的定義6
2.2.2 促銷工具的種類與及分類7
2.3 7-ELEVEN icash促銷活動8
2.3.1 icash的特色8
2.3.2 icash使用說明9
2.3.3 icash持卡優惠活動9
2.4 價格促銷10
2.4.1 價格促銷的定義10
2.4.2 價格促銷與購買意願之關係10
2.5 贈品促銷12
2.5.1 贈品促銷之分類12
2.5.2 贈品促銷與購買意願之關係14
2.6 購買意願16
第三章 研究方法17
3.1研究架構17
3.2研究假設18
3.3研究變數定義與衡量18
3.4 問卷設計與抽樣設計20
3.4.1 抽樣設計21
3.5 資料分析方式22
3.5.1 基本資料敘述統計分析22
3.5.2 信度與效度檢定22
3.5.3 因素分析23
3.5.4 相關分析24
3.5.5 階層迴歸分析 24
第四章 研究分析與結果25
4.1 樣本結構分析25
4.2 統計資料分析27
4.3 信度、效度與因素分析29
4.3.1 信度分析29
4.3.2 因素分析29
4.3.3 效度分析32
4.4 相關分析32
4.5 階層迴歸分析33
4.6 價格促銷之干擾效果方向性分析35
4.7 贈品促銷之干擾效果方向性分析36
第五章 結論與建議38
5.1 研究結論38
5.2 研究貢獻40
5.2.1 學術貢獻40
5.2.2 實務貢獻40
5.3 管理意涵41
5.4研究限制與後續研究建議研究限制42
5.4.1 研究限制42
5.4.2 研究限制與後續研究建議42
參考文獻44
附錄 研究問卷51

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台灣7-11的網址
http://www.7-11.com.tw/product/icash/about.asp

台灣7-11的wikipedia
http://zh.wikipedia.org/wiki/7-11

公平會的網址
http://www.stnn.cc:82/hot_news/gd_20060921/t20060921_338402.html
http://tw.epochtimes.com/bt/5/10/27/n1099362.htm




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