複合式經營模式是兩種產業以上結合之經營模式，能一次滿足顧客多樣需求。過去有關複合式經營之研究，鮮少以促銷方式與經營模式對購買意願之關係，更是鮮少以寵物雜貨餐廳做為研究產業。本研究之研究目的為探討促銷方式(價格促銷/非價格促銷)與經營模式(複合式/非複合式)對購買意願之間的關係。本研究採實驗法，以寵物雜貨餐廳做為研究產業，文化大學國企系學生作為主要研究對象，並以2(促銷方式：價格、非價格)×2(經營模式：複合式、非複合式)的組間設計，進行資料蒐集與假說檢定。
實證結果發現，經營模式對購買意願有顯著關係，且複合式經營較非複合式經營之購買意願較高，而不同促銷方式對購買意願之影響較不顯著，其兩者對購買意願之影響也不顯著
根據研究結果顯示，消費者會因為商店是否複合而顯著影響消費者之購買決策，但因促銷方式及其與經營模式影響購買決策較不顯著，意即本研究之假說，經營模式(複合式/非複合式)與促銷方式(價格/非價格)會顯著影響購買意願不成立，但複合式與價格促銷的組合，其購買意願仍較其他組高。
The compound operation mode is a combination of two industries and above, which can meet the diverse needs of customers at one time. In the past, research on compound management rarely interfered with the purchase intention by means of promotion, and it was rare to use pet grocery restaurants as research industry. The purpose of this study is to explore the relationship between the promotion method (price promotion/non-price promotion) and the mode of operation (composite/non-composite) on the purchase intention. This research adopts the experimental method, taking the pet grocery restaurant as the research industry, and the students of the State University of Culture University as the main research object, and 2 (promotional method: price, non-price) × 2(business mode: compound, non-composite) The design of the group, the data collection and hypothesis verification.
The results of this study found that consumers may influence purchase decisions because of the complexity of the store, but the promotion method has little effect on the purchase.
