The effects of promotion activities on consumers' purchase intention in chain convenience stores

Abstract

This research aims to investigate the effects of brand image, promotion activities, and perceived value on consumers' purchase intention in convenience stores. The empirical analysis confirms the significantly positive impacts from all the variables on purchase intention and highlights the strong influences of functionality in brand image, monetary promotion in promotion activities, and monetary price in perceived value. We found that the perceived value plays a more influential role in determining the purchase intention, compared with the impacts from brand image and promotion activities. Monetary promotion activities exhibit a strongly positive impact on purchase intention through promotion itself and increasing perceived value. The current loyalty-card program, which provides price discount as regular monetary promotion and point accumulation for free collectables as non-monetary promotion, serves as the most effective mixture of promotion activities to create the win-win situation between consumers and convenience stores.