온라인 쿠폰 혜택이 소비감정, 브랜드 태도 및 재방문 의도에 미치는 영향

• 영문명: The Effect of the Perceived On-line Coupon Benefit on Consumption Affect, Brand Attitude and Re-visit Intention
• 발행기관: 한국관광학회
• 저자명: 金泰熙 李鍾碩 孫銀英
• 간행물 정보: 『관광학연구』제32권 제5호, 167~186쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2008.10.31

영문 초록

The objective of this study is to examine the causal relationship between the perceived on-line coupon benefit, consumption affect, brand attitude, and re-visit intention. A total of 350 samples were used to test the model. Results are shown as the following: 1) a positive relationship exists between the perceived on-line coupon benefit and a positive consumption affect, and 2) a negative relationship exists between the perceived on-line coupon benefit and a negative consumption affect. 3) A positive consumption affect has a positive influence on attitude towards brand, and 4) a negative consumption affect has a negative influence on brand attitude. Lastly, 5) a positive relationship exists between brand attitude and re-visit intention. Results support the conceptual model and suggest that the on-line coupon marketing has significant effects on future re-visit intentions. Implications for practice and future research are discussed.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 실증분석

V. 결론

참고문헌

키워드

소비감정 온라인쿠폰 브랜드태도 재방문의도 Consumption affect On-line coupon Brand attitude Re-visit intention