THE EFFECT OF PRICE PROMOTION STRATEGY ON PURCHASE INTENTION OF CUSTOMERS

This study aims to discuss the effect of price promotion strategy on purchase intention of customers. With questionnaire survey and convenient sampling, the staff and the customers of Shin Kong Mitsukoshi provided the data. Within 390 distributed questionnaires, 217 valid copies are retrieved with the retrieval rate 56%. The collected data are proceeded with factor analysis and reliability analysis to test reliability and the validity, as well as regression analysis to test the hypotheses. The research findings show (1) significantly positive correlations between price promotion strategy and repurchase intention in purchase intention of customers, (2) remarkably positive correlations between price promotion strategy and purchase more products in purchase intention of customers, (3) notably positive correlations between price promotion strategy and recommendation for others in purchase intention of customers, and (4) outstanding differences in the correlations between price promotion strategy and purchase intention of customers because of some demographic variables.