상세 보기
초록
This paper investigates the redemption intention of the consumers on the discount coupons with monetary restrictions. Specifically, from the literature reviews on this topic, brand reputation and consumer's regulatory focus were selected as independent variables while, intention to redeem the coupon as a dependent variable. 2(Brand Reputation: Famous vs Unknown) × 2(Regulatory Focus: Promotion vs Prevention Focus) Factorial ANOVA and ANCOVA with consumer Involvement as a covariate were used to check the proposed hypotheses of this paper. Results showed that a well-known brand(high reputation) showed relatively a higher intention of coupon redemption than unknown brand(low reputation). In addition, for a well-known brand situation, respondents with promotion focus showed relatively high intention to redeem the coupon than respondents with prevention focus. Based on the results of this paper, managerial as well as academical implications were discussed.
키워드
- 제목
- 금액적 제약이 있는 할인 쿠폰의 소비자 상환의도에 관한 연구: 브랜드 명성과 조절초점을 중심으로
- 제목 (타언어)
- Consumers’Redemption Intention of Discount Coupon with Price Restriction: with Focus on Brand Reputation and Regulatory Focus Theory
- 저자
- 문선영; 서찬주
- 발행일
- 2018-02
- 저널명
- 상품학연구
- 권
- 36
- 호
- 1
- 페이지
- 53 ~ 62