臺灣博碩士論文加值系統

所謂促銷活動指的是，業者訂定一金額標準，告知消費者當他們消費超過這
個標準時，可以獲得由業者準備之贈品，目前這樣「滿額送贈品」的促銷方式被
廣泛的運用在百貨公司與便利商店等。本研究在了解便利商店的消費客層，其行
為特質，將便有助於業界更了解消費者行為。故欲藉由消費者對此一滿額贈品活
動的促銷方法及消費者購買行為等變項，來探討便利商店滿額贈品之促銷效果對
消費者購買行為之影響。
本研究的主要目的在於了解新竹地區之三大便利商店，其消費者之購物的動
機，共517 位為研究對象，來了解「滿額促銷活動」對消費購買行為的影響，及
不同消費者購買動機的對於消費者購買行為的影響。採用結構式問卷格式進行調
查。因研究對象為便利商店之既有客層，排除從來不到便利商店消費的人。
研究結果發現，便利商店消費群以男性、未婚、年齡 20 歲以下者較多，偏
向輕年齡層。消費行為以每週1～3 次、消費金額每次100 元以下為主。而面對
促銷活動，女性、未婚、30 歲以下、教育程度國中以上、月收四萬到五萬的消
費者，容易因促銷活動不同而多消費。顯示便利商店若提供更完善的促銷配套措
施，或配合不同族群的消費者而訂定的滿額促銷方案，可吸引更多不同族群的消
費者。

The full-up common promotion, in convenience store and department store,
when consumer spend money over an term, and get some gifts as feedback. In order
to more understand the consumer behavior, the aim of this study is to understand the
influence of consumer behavior in different convenience store consumer's background
by full-up sale promotion.
There are 517 study samples for the questionnaire survey of convenince store in
HsinChu. The samples exclude the consumer whom never been to convenince store.
Major findings of the study are summarized below:
The convenience store customers consisted mostly of male, unmarried, under 20
years old. Consumer behavior mostly of 1~3 times a week, and the expenditure
amount to $100. The mostly of female, unmarried, under 30 years old, graduated from
secondary school, the monthly income between 40,000~50,000, are easily affected by
the sale promotion.

中文摘要························································································································I
英文摘要·······················································································································II
目錄······························································································································III
表目錄··························································································································IV
圖目錄························································································································VII
第一章 緒論············································································································1
第一節 研究背景與動機················································································1
第二節 研究目的····························································································3
第三節 研究範圍與限制················································································3
第四節 研究流程····························································································4
第五節 名詞解釋····························································································5
第二章 文獻探討····································································································6
第一節 滿額促銷活動····················································································6
第二節 消費者購買動機··············································································11
第三節 消費者購買行為··············································································14
第四節 消費行為··························································································21
第三章 研究方法··································································································25
第一節 研究架構··························································································25
第二節 研究假設··························································································25
第三節 研究工具··························································································26
第四節 研究對象與方法··············································································28
第五節 資料分析方法··················································································29
第六節 因素分析··························································································30
第四章 結果與討論······························································································34
第一節 樣本特性分析··················································································34
第二節 消費者購買行為之卡方分析··························································35
第三節 消費動機與生活型態之差異分析··················································51
第四節 滿額促銷情境之差異分析······························································53
第五章 結論與建議······························································································75
第一節 研究發現··························································································75
第二節 建議··································································································81
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