ScholarWorks@숙명여자대학교

초록

Previous researches on sales promotion have been focused on discount coupons to see how it influences on consumer’s buying behavior. However these days as part of the promotion, the majority of F&B companies are holding events where consumers have to pay extra money to receive bonus gifts. In this paper, we seek to find which aspects can have impact on consumers’ willingness to buy for extra money to get bonus gifts. Specifically, for independent variables, we used acquisition utility, transaction utility, sale proneness and brand reputation, and buying intention for dependent variable. We used model 1 as 2(acquisition utility: high, low)x2(sale proneness: high, low)x2(brand reputation: high, low) and model 2 as 2(transaction utility: high, low)x2(sale proneness: high, low)x2(brand reputation: high, low), by using ANOVA and regression analysis. Results show that when consumers have high acquisition utility, high transaction utility of bonus gifts, and when consumers are favorable to sale, and when bonus gifts from brand has high reputation, consumers seems to have higher buying intention for the bonus gifts with extra payment. For interaction effects, when consumers have high acquisition utility of bonus gifts but has low sale proneness, and when consumers are favorable to sale and the bonus gifts are given by the high reputation brand, consumers’willingness to buy for bonus gifts with extra money seems to be high.

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