In recent years, retailers have evolved to offer higher levels of hedonic value in shopping experience, thereby intensifying levels of the competition within the industry. The reason for success of President Chain
Store Corporation¡¦s integrated marketing of whole store also is hedonic value. However, academic research on consumer reactions to these efforts
is limited. This study focuses on the integrated marketing of whole store carried out by two leading convenience store in Taiwan, and investigates consumer reactions to these promotions enhancing hedonic value in shopping experience.Research results find that, hedonic benefits of sales promotion have positive relationship with customer satisfaction, word of mouth, repatronage anticipation, and resource expenditures. On the contrary, utilitarian benefits of sales promotion have negative relationship with those retail outcomes. And results show that the distinct categories of sex and age have different level of effect on the benefits of sales promotion¡¦s relationship with customer satisfaction, word of mouth, re-patronage anticipation, and resource expenditures. According to the research findings, this study provides useful insight for the further development of marketing strategies.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0703111-005543 |
| Date | 03 July 2011 |
| Creators | Chen, Pei-Jia |
| Contributors | Pei-how Huang, Min-Hsin Huang, Wu Chi Cheng |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0703111-005543 |
| Rights | not_available, Copyright information available at source archive |
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