The Effect of InStore Stimuli on Purchase Intention.pdf

The Stimuli on Purchase Intention M钮gkuan Lai (Cheng K|ungUniVers蚴 Wan (Cheng Kung UniVersity) -nine percentofpu砒aSes areunplaIlIledbeflorecons啪erS enIer me store.,nlus,misstIIdy examines tlleeabct ofmeb舢dn锄e,packaging andshelfdisplay of apmduct asiIl-storestimuli on consumerS’ purchase iIltention硒wen asmemode豫ting e行Iectofdifflerentcons啪er ( VerSus unplarmed consumer)by3(display叫lonnal,1arger quanti咄and specialdiSplay)betweensubject experimental design w嬲uSed findiIlgS show t11atwell-known brandn锄e,infom abili哆 ofbrand nanle andpictures onthepackage enh硼cedconsumerS’purch嬲e ,consumer t),pe hasmodera缸g efrectofin—storcstimuli on purch舔e parc totlleconsumerpl锄ed tobuy me product,theinf0姗abil埘ofbr吼d name锄d package have ahigller influence on purchase intention forche consumer tlley ch00se tobuy tlleproduct which they did notplan tobuy initially. №"帕rds:M破e血gEm咖g M破et;Cons啪er Beh撕0r;hl-Store Stimuli;B瑚d N锄e;Package; Display IntrOductiOn hlman andWiner(1998)iIldicated mat59%ofpurch勰es areunpl锄【ned beforecons啪ers enter nle store (Stilley,hlman,&Wakefield,20O).These resuItSillus臼阻teme irIlportance ofiIl-storedecision—makiIlg forbom themarmfactIlrerS tllere are many altematiVes inⅡlemarket place,it isve呵important for a pmduct t0use theright s仃ategy to arouse theattentionofthe consumer andeventually e11llallcethecustomers’ purch硒e are many fktors thatinnuence consumerS’purchaSe decision,such aSbrandn锄e,price, alldpackage姗彻g hasdiscussed about situationalfactorsconsid丽ng socialsu玎‘)unding,time, shopping task觚d tllesllrroundillg me storeiIlsteadoftaI(ing tllepmduct itself as innuence of也emar蛐g el髓lentS oncons啪cr pllrchase intention may bemodemted by whetllerme purch觞e itseIfisplaIlned orunplanned. The present study aims for“vo prima叮pu巾ose is t0ex锄ine me ea’ect ofnle b豫nd