The Impact of Regular Discount Activities at Physical Restaurants on Consumer Purchase Intention

Kaixin Ye ()
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Kaixin Ye: Zhejiang University of Finance & Economics, Management School

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 289-296 from Springer

Abstract: Abstract Prior studies proved that individuals’ consumption behaviour is influenced by discounts offered by companies. This study employs literature review and questionnaire survey methods to evaluate the impact of regular discount activities on consumers’ purchase intention in physical restaurants. Data analysis is conducted using Stata software for descriptive statistics, correlation analysis, and regression analysis, yielding comprehensive and reliable research findings. Descriptive statistics and inferential statistical analyses are performed on the survey sample, revealing the distribution of respondents’ gender, education level, age, and their frequency of participating in regular and irregular activities. Inferential statistical analysis verifies the significant influence of regular activities on brand consumer purchasing habits through independent sample t-tests, indicating a positive effect of regular activities in cultivating consumer purchasing habits. Additionally, experimental results demonstrate that regular activities by restaurant brands can effectively drive impulsive consumption among new customers, fostering the growth of attracting new clientele. The research findings indicate a positive impact of regular discount activities on consumers’ purchase intention, particularly in attracting new customers and nurturing purchasing habits. However, caution should be exercised regarding the frequency and intensity of discount strategies. Future research can focus on the moderating effects of different consumer types, discount levels and duration, as well as other market environmental factors on purchase intention.

Keywords: consumer purchase intention; restaurant brand; purchasing habits; impulse buying; regular discounts (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-459-4_36

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