Abstract ▼ AI-Helper

The Effect on Customers' Purchase Intention and Access Intention by Convenience Stores Sales Promotion Types
Wang Yifei
Department of International Business
Graduate School of Woosuk University

This study aims to study people who use the convenience stores in the regio...

The Effect on Customers' Purchase Intention and Access Intention by Convenience Stores Sales Promotion Types
Wang Yifei
Department of International Business
Graduate School of Woosuk University

This study aims to study people who use the convenience stores in the region of the Jeonbuk. This survey mainly analyse customers' purchase intention and access intent on how to influenced by sales promotion types.
For this purpose, the research used the questionnaire method, in all distributed 180 questionnaires, acquired 160 effectives. Among them, unusable questionnaires and unbelievable questionnaires were removed. Then we used 150 questionnaires for this study. The following results from the research and analysis:
First, customers' purchase intention and access intention are influenced by sales promotion types.
Second, through the factorial analysis, sales promotions that we're often used in the convenience store were divided into two essential factors:“Selectance, delayed, promote factor”and“Immediacy, promote factor”. Through these factors, we analysed the causes of purchase intention and access intention and we found the “Selectance, delayed, promote factor”has an effect on purchase intention, but not access intent. The " Immediacy, promote factor“have effect on both purchase intention and access intention”.
Lastly the respondents ages and education backgrounds depending on customers' access intention were different with sales promotion. Cutting price, free prize, and bonus. They are stimulate effect on customers' purchase intention and access intention.
As this study used sampling method to research and analysis, it has a limitation. It is necessary to pay attention to universalize all empirical analysis results.

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