近年來許多便利商店陸續加入咖啡大戰，競爭也愈加激烈，因此業者為了吸引消費者購買，而使用各種促銷手法來吸引消費者。在目前市場中，由於各家便利商店在近年來之促銷大戰，各家便利商店所推出的折扣幅度大同小異，消費者雖然在不同的便利商店中消費，但同一時間感受到的價格促銷相差無幾。
本研究主要分為金錢性與非金錢性二種價格促銷情境並透過迴歸分析研究，試圖了解價格促銷是否能吸引消費者與增加消費者的購買意願，並且探討不同衝動性購買消費者類型對價格促銷與消費者購買意願間之關係。
本研究結果顯示：
1. 不同價格促銷方式對消費者購買意願之影響具顯著差異。
2. 衝動性購買消費者類型對消費者購買意願之影響具顯著差異。
3. 在衝動性購買消費者類型干擾下，不同價格促銷方式對消費者購買意願之影響不具顯著差異。
4. 女性、20歲以下或高中/高職以下消費者之衝動性購買特質具顯著差異。
In recent years, many convenience stores have joined the coffee war, competition has become even more intense. The industry attracts consumers with a variety of marketing tactics. In the current market, due to the promotion battle, various convenience stores have launched similar discount rate. Consumers at different convenience stores but feel almost the same price promotions.
The study divided into monetary and non-monetary of scenarios. Through regression analysis trying to understand whether price promotions will attract consumers and increase purchase intention. To explore the impulse buying consumers between price promotion with purchase intention relationship.
The results showed: 1. Prices promotion influences consumers purchase intention. 2. Types of impulse buying consumer influences consumers purchase intention. 3. Under the interference of impulse buying consumers, price promotions not influence consumers purchase intention. 4. Female or below 20 years old or below high school/vocational high school, those impulse buying trait with influence.
