쿠폰 미지참 고객의 예상된 후회감이 구매연기의도에 미치는 영향

• 영문명: The Influences of the Family Restaurant Customer's Anticipated Regret by Unused Coupons on Intention to Purchase Deferral
• 발행기관: 한국외식경영학회
• 저자명: 김광지(Kim Kwang Ji) 박기용(Park Ki Yong)
• 간행물 정보: 『외식경영연구』10권 4호, 133~150쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.12.31

영문 초록

Purpose of this study was to examine how the extent of regret, an internal conflict caused by consumers' not having brought coupons with them, influences decision to purchase. This study utilized convenience sampling and performed factor analysis and multiple regression to prove the hypothesis. The result of this study showed that perceived value of the coupon and loyalty of brand influenced the anticipated regret(value of the coupon, t＝3.390 and loyalty of brand, t＝2.037) and intention to purchase deferral(value of the coupon, t＝5.765 and loyalty of brand, t＝2.102). Also, it showed that the anticipated regret influenced the intention to purchase deferral(t＝6.735) as a parameter. This study suggested that expected extent of regret for not having brought coupons differed according to various attributes of coupon(value of the coupon, brand loyalty). However, this study is limited in that the study was generalized by convenience sampling means and that the study can be somewhat different from the actual data because it provided a virtual clue through scenario technique.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론 및 제언

참고문헌

키워드

Family restaurant Coupon Anticipated regret Intention to purchase deferral