쿠폰 북 쿠폰의 지각된 혜택과 사용성향이 쿠폰미사용 시 후회감과 구매 후 행동에 미치는 영향

• 영문명: The Influence of Consumers' Perceived Benefit and Use Tendency for Coupon-Book Coupon upon the Regret at Non-use of Coupon, on the behaviors after purchase: Empirical Evidence from Coupon Book of Daegu
• 발행기관: 한국외식경영학회
• 저자명: 박성수(Park Sung Su) 김기진(Kim Gi Jin)
• 간행물 정보: 『외식경영연구』12권 3호, 7~32쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

The purpose of this study is to examine the difference from coupon, which is offered in the coupon-book form, not the general coupon that is provided to consumers. This study tried to apply variables that had been used for having influence upon a sense of regret due to not using coupon in the preceding researches on coupon. Also, the aim was to examine the moderating effect according to the involvement among variables of having influence. This is because consumers' purchase behavior is used the coupon according to involvement in using the coupon-book coupon. In order to research into this study, there was limitation to the Dongseongno street, which is the central downtown in Daegu where is judged to be probably formed the use of coupon. And, the survey was performed targeting men and women as undergraduates and office workers in young class. As a result of researching, there was partial influence in the variables for the perceived benefit and the use tendency of coupon. And, even according to involvement, only the variable related to the perceived benefit was indicated to have the mediating effect.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론 및 제언

참고문헌

키워드

Coupon Regret Consumer involvement Moderator variable