台灣超市業蓬勃發展且競爭激烈，各店家紛紛祭出各式行銷活動吸引消費者。其中便利商店滿額集點活動推出已有十餘年，至今消費者對於滿額集點兌換贈品依然保持高度熱情，且會對喜愛的卡通人物產生收集、缺一不可的情感作用，以至於產生為了得到點數湊足金額的現象，因此本研究將以7-ELEVEn滿額集點兌換贈品的創新整合行銷模式來探討品牌形象是否左右知覺價值和品牌態度，進而影響購買意願。
本研究以「品牌形象」、「知覺價值」、「品牌態度」和「購買意願」四大構面做為基礎提出假設，以台中市大學生做為研究對象，採用問卷調查法發放網路問卷，共回收問卷435份，其中扣除一致性填答35份後有效問卷為400份，佔回收率的91.95%，並透過敘述性統計分析、信效度分析與迴歸分析統整數據。研究結果顯示，品牌形象、知覺價值和品牌態度與購買意願皆有正向顯著關係，因此可以解釋為若是要提升消費者之購買意願，品牌形象的朔造、知覺價值之提升、品牌態度之建立皆是重要的指標。
Taiwan’s convenience store industry developed rapidly and is filled with fierce competition with stores releasing a variety of marketing campaigns to attract consumers. The point collection campaigns in convenient stores has been released for more than a decade and consumers still maintain a high level of passion for point collection to exchange for products. Consumers who love cartoon characters gain an irreplaceable emotional effect from the collection of these characters, resulting in behavior of supplementing their purchasing amounts to gain points. Therefore, this study will explore the innovative integrated marketing model of 7-ELEVEN’s point collection campaigns to discuss whether brand image can affect perceived value and brand attitude and further affect purchase intention.
This study is based on the 4 major facets of “brand image”, “perceived value”, “brand attitude”, and “purchase intention” with university students in Taichung City as test subjects. Internet surveys were issued and a total of 435 surveys were returned; 35 surveys were disposed due to uniformity of answers to conclude with 400 effective surveys, representing a return rate of 91.95%. The data was analyzed and organized according to narrative statistical analysis, reliability and validity analysis, and regression analysis. Study results show that brand image, perceived value, and brand attitude have a positive correlation with purchase intention; therefore, it can be explained that the tracing of brand image, increase of perceived value, and establishment of brand attitude are key indicators for increasing purchase intention in consumers.
