集點促銷是當今便利商店的主要促銷方式，其可促進客單價與銷售量的成長，遂成為各行各業競相模仿的促銷方式。然而集點促銷活動之所以成功，其潛藏在背後的因素是主要關鍵所在。因此，本研究擬探討滿額集點送促銷活動之影響因素，以提供相關業者作為參考。經由問卷調查法蒐集初級資料，在回收的686名有效樣本，利用t檢定、因素分析及單因子變異數分析等統計方法進行處理。所獲得的結論是，影響集點促銷活動的關鍵因素有贈品價值(贈品娛樂性、贈品稀少性、贈品知名度、贈品外觀、贈品療癒性)、個人因素(消費者性別、消費者年齡層、促銷期間)、影響人物(代言人、受他人影響)等三個構面10個變數。其後探究不同族群對這些關鍵因素的看法，建議業者如以性別為目標顧客，必須增加男性贈品之娛樂性功能；如以31-50歲之上班族群為目標顧客，其贈品要能凸顯社會所能認同的價值，或稀少實用特性。但如以高教育程度或月所得較高的消費者為目標顧客，更應重視贈品價值。而職業為家管，更在乎促銷期間，以免錯過促銷時機。

Reward point collecting marketing is the current major marketing tool for convenient stores. Given that this tool spurs the growth of customer payment and sales volume, it has become a marketing mean that different businesses are imitating. However, the key on the success of reward point collecting marketing campaigns is the factors hidden within it. Therefore, this research intends to discuss the influence factors on reward point collecting marketing campaigns as a reference for related businesses. After collecting initial data with questionnaires, T-test, factor analysis, ANOVA and other analytic methods were used to analyze the collected 686 effective samples. This research reached the conclusion that key factors that affect point collecting campaigns include 10 varieties from the 3 perspectives of the value of presents (the degree of entertainment, degree of rarity, reputation, appearance, and relaxing degree of the presents), personal factors (gender and age of consumers and marketing period), and influential characters (campaign representative and being affected by others). As for suggestions regarding the designing of reward point collecting marketing, if target customers are segmented based of gender, the entertaining function of presents such be added for male customers. If the target customers are workers between the age of 31 and 50, presents must stress values that are recognized by the society or have rare or practical features. If target customers are customers with high education level or high monthly income, the value of the presents must be emphasized. If the target customers are housewives, they will care more about the campaign period in case they miss it.