近年來由於連鎖便利商店產業市場的飽和再加上2008年全球金融風暴的衝擊，各大便利商店的展店速度已呈現明顯趨緩的現象。面對如此不利的外部環境，連鎖便利商店業者紛紛祭出琳瑯滿目的促銷活動來刺激消費，期望帶動營收的成長。其中最受矚目的促銷活動莫過於統一便利商店在2007年首創的全店式整合行銷活動，它主要是透過消費者購物達到特定金額即贈送點數用以兌換獨家贈品或參加關係企業的優惠活動的方式成功地吸引廣大消費者的目光，市場反應十分地熱烈，從而讓其它超商業者紛起效尤，發展至今儼然已成為連鎖便利商店業者拉抬買氣、創造營收的萬靈丹。
因此，本研究係以連鎖便利商店的消費者為研究對象，分析這種新型態的集點促銷方式與傳統的打折促銷方式對於誘發消費者產生衝動性購買行為之影響以及其購後滿意度之探討；除此之外本研究亦探討消費者本身的衝動性特質與人口統計變項對衝動性購買行為的影響。
本研究結果顯示，傳統的打折促銷活動仍比目前當道的集點促銷活動更受消費者的青睞、也更容易引發消費者的衝動性購買行為；此外本研究也發現，高衝動性特質的消費者比起低衝動性特質的消費者容易有衝動性購買的行為；而在購後滿意度方面則發現，高度衝動購買的消費者並不會產生較低的顧客滿意度，而是呈現衝動購買程度越高則滿意度越高的現象。最後，在人口統計變項的部分僅有性別以及教育程度與衝動性購買行為具有顯著的相關，其中性別為女性、教育程度越高的受訪者，較有衝動行購買行為之傾向。

Due to the saturation of the market and the economic downturn in 2008, the expansion rate of shops of convenience store chains in Taiwan has shrunk rapidly. In coping with this harsh external environment, all of the proprietors strive to implement varieties of promotion activities to boost their revenue. One of the most popular schemes is the "Whole Store Integrated Promotion Strategy" initiated by 7-Eleven in 2007. That is, by means of point collecting, customers can exchange for exclusive gifts or get a discount on certain products. The market response toward this activity is so strong that makes other competitors to follow suit immediately. Hence, this promotion skill has become the panacea for lifting sales.
Thus, this study uses customers of convenience stores as the subject to analyze the impacts on impulsive buying behavior on different promotion activities and to understand the degree of customers’ satisfaction after they finish their shopping. Meanwhile, the impulsivity traits and the social demographic variables of customers are included in this survey as well in order to find out their relationship with the impulsive buying behavior.
The result reveals that the traditional price-discount promotion activity is favored and easier to induce impulsive buying behavior than the novel point collecting one. Besides, this study also finds out that the higher impulsivity trait the customer possesses the more possibility for them to conduct impulsive buying. As for customers' satisfaction, it shows that the higher degree of impulsive buying, the more satisfy the customer is.

謝詞 i
中文摘要 ii
Abstract iii
目錄 iv
表次 vi
圖次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍 4
第二章 文獻探討 5
第一節 促銷活動之探討 5
第二節 衝動性購買行為之探討 8
第三節 衝動性特質 16
第四節 顧客滿意度 17
第五節 變數之間的關係 19
第六節 文獻評論 21
第三章 產業分析與公司描述 23
第一節 連鎖便利商店產業分析 23
第二節 個案公司描述 33
第四章 研究方法 45
第一節 研究架構與假說 45
第二節 研究變數之操作性定義 47
第三節 實證計畫 48
第五章 資料分析與結果 55
第一節 信度與效度檢驗 55
第二節 有效樣本分析 56
第三節 假設檢定 60
第六章 結論與建議 69
第一節 研究結論 69
第二節 研究貢獻 71
第三節 行銷實務上的意涵 72
第四節 研究限制 73
第五節 未來研究建議 74
參考文獻 75
附錄：本研究問卷 83

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網站資料：
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中時電子報http://news.chinatimes.com (2011年3月)
全家便利商店http://www.family.com.tw (2011年2月)
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