패션브랜드의 모바일 쿠폰이용에 관한 연구

• 영문명: A Study on the Mobile Coupons Used by Consumers for the Purchase of Fashion Brands
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 이길호(Lee, Gil Ho) 이승민(Lee, Gil Ho) 이진(Lee, Jin) 김상화(Kim, Sang Hwa) 나원규(Na, Won Kyu) 김은영(Kim, Eun Young)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제21권 제2호, 111~119쪽, 전체 9쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2017.12.30

영문 초록

This study was to predict the effects of mobile coupons on consumer engagement, impulse buying, and purchasing behaviors for fashion brands. A self-administered questionnaire was developed for data collection and included attributes of mobile coupons, consumer engagement, impulse buying, and consumer behavior (brand loyalty, brand switching, and intention to use a mobile coupon). A total of 142 usable responses were obtained from university students who had redeemed a mobile coupon for the purchase of fashion brands. The sample represented a greater number of females than males. The findings demonstrated that the attributes of mobile coupons consisted of three factors: enjoyment, ease of use, and usefulness. Of these factors, enjoyment significantly influenced consumer engagement with the mobile coupon, which led to impulse buying behavior. Brand loyalty and brand switching were also significantly influenced by consumer engagement with fashion brands’ mobile coupons. Finally, this study discussed fashion marketers’ managerial implications for developing and effectively managing mobile promotional strategies through mobile devices in the fashion retail market.

목차

I. 서론

II. 연구 방법

III. 결과 및 고찰

Ⅳ. 결론 및 제언

키워드

Mobile Coupon Engagement Enjoyment Impulse Buying Brand Loyalty