行銷在競爭市場上是為了刺激銷售量，增加顧客回流率，行銷工具的運用是為了吸引更多消費者。但隨著各大便利商店不斷的擴展其店數，如何在這日益競爭的市場有所不同，突破重圍，行銷的運用已經是極重要的方法。便利商店龍頭統一超商(7-ELEVEN)，在台灣的市占率是最高的，緊接在後的全家、萊爾富、OK便利商店。光是以上四家的在台店數加一加就已超過九千八百多家，這也讓台灣成為便利商店全球密度最高的國家，競爭之激烈可想而知。近期興起的行銷活動中莫過於統一超商在2005年首推出的滿額贈Hello Kitty磁鐵活動，而後此集點活動便層出不窮。但在其集點活動的過程中發現其活動本身及贈品似乎皆偏向女性消費者喜好，但在廣大的消費市場中，男性消費者勢必也占有其市場價值。本研究即以402位男性消費者為研究對象，以問卷調查男性消費者對此活動反應。原始數據以描述性統計、相關分析、及變異數分析進行分析。研究結果如下:
(1)男性消費者對於集點活動是有興趣的。
(2)生活開銷,至7-ELEVEN消費頻率及單筆在7-ELEVEN消費金額，皆會影響男性消費者參與集點活動的程度。
(3)男性消費者會因為贈品而參與集點活動，且在意超商所推出的贈品角色。

Promotional activities have been applied to stimulate sales in a competitive market that stresses growth on repurchase rate. Nowadays, the number of convenient chain store has been increasing. The number of convenient chain stores in Taiwan is great: it reached 9,810 in 2012, and Taiwan became the highest density country of convenient chain store. Promotion is an important factor for convenient stores to be different from competitors. Recently the most popular activity is bonus point collecting, which was first launched by the leading chain store—7-ELEVEN. This kind of activity has been more popular among female consumers, since female customers tend to be more willing to participate in it. Under these circumstances, the role that male consumers play in this activity needs to be researched and clarified. With 402 participants in the close-ended questionnaire, and collected data was analyzed by descriptive analysis, correlation analysis and one-way ANOVA analysis. The findings of this study are summarized below:
(1)Male customers are highly interested in collection activities.
(2)Living expenses, frequencies of visiting the chain store, and average expenditures could influence the male customers participate in collecting stickers.
(3)Male customers would participate in the collection activities for the sake of the premium, and they would care about the nature and character of the premium.

ABSTRACT(CHINESE) II
ABSTRACT(ENGLISH) III
Table of Contents IV
List of Tables VI
List of Figures VIII
Chapter 1 INTRODUCTION 1
Background 1
Problem Statement and Motivation 6
Purpose 10
Significance of the study 11
Research Question 12
Study Hypotheses 13
The procedure for research 15
Chapter 2 LITERATURE REVIEW 16
Overview 16
Convenience Store 16
The Definition of a Convenience Store 17
7-ELEVEN and 7-ELEVEN in Taiwan 18
Sales Promotion 21
The classification of sales promotion tools 23
Collecting 28
The process of collection 29
Gender difference in collecting behavior 31
Gender difference in premium 32
Consumer Purchase Behavior 33
Reference Group 34
Gender difference in purchase behavior 35
Gender difference in purchasing habit and favor 36
Chapter 3 METHODOLOGY 39
The framework for research 40
Participants 41
Instrument 42
Reliability of the instrument 43
Validity of Instrument 44
Pilot Study 44
The Data Collection Procedure 45
Data Analysis 45
Chapter 4 RESULTS 47
Overview 47
Demographic Characteristics 47
Research Results and Analysis 52
Chapter 5 DISCUSSION AND CONCLUSION 69
Overview 69
Discussion of the Major Findings 69
RQ1. How are male customers attracted by this kind of activity? 69
RQ2.How do male customers deal with bonus point stickers? 71
RQ3. What are the factors that have influence on male customers in terms of collecting bonus point stickers? 71
RQ4. How does the premium motivate male customers to gather bonus point stickers? 75
RQ5. How do the male customers deal with the premium? 76
Conclusion 76
Research Limitations and Suggestions for Future Research 77
REFERENCES 79
APPENDIX A 89
APPENDIX B 93

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Chinese:
林韵絃與呂佳樺(2010)。《你今天集點了嗎?-7-11 的集點風潮》。投稿類別：商業類
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Website:
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7-11(Taiwan): http://www.7-11.com.tw/
E-ICP.: http://www.isurvey.com.tw
Kuai Kuai Co., Ltd: http://www.kuai-kuai.com.tw/
Mcdonalds: http://www.mcdonalds.com.tw/#