지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.1
- 수록면
- 397 - 418 (22page)
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초록· 키워드
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In recent years, coupon is being widely used in a variety of commercial areas, because of its purchasing potential as well as many advantages. However, no attempt has been to date made to find the ways of strategic utilization of coupons which can lead to sales promotion.
Many meaningful results were obtained through this study and these important conclusions are summarized as follows:First, according to the analysis results for the effects of the coupon cost and benefit perceptions that have on the intention to coupon refund and transaction continuation, it is known that the benefit of coupon usage leads to money saving, economic benefits, enjoyment of coupon usage, etc.
Second, in the investigation of the coupon cost and benefit perceptions according to the characteristics of coupon usage, the higher the frequency of coupon usage is, the higher the perceptions is that using coupons is a money-saving attitude, together with higher enjoyment. Moreover, higher frequency leads to more questions regarding the coupon usages which can reflect more intentions to visit family restaurants.
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참고문헌 (38)
참고문헌 신청
Arkes, H. R / 1985 / I Seek Pleasure and We Avoid: The Role of Self Regulatory Goals in Information Processing and Persuasion / Journal of Consumer Research 28 : 33 ~ 49
Bagozzi, R. P. / 1992 / Appraisal processes in the enactment of intentions to use coupon / Psychology & Marketing 9 : 469 ~ 486
Bawa, K / 1987 / The coupon-prone consumer: Some findings based on purchase behavior across product classes / Journal of Marketing 51 : 99 ~ 110
Bawa, K. / 1997 / Coupon Attractiveness and Coupon Proneness: A Framework For Modeling Coupon Redemption / Journal of Marketing Research 34 : 517 ~ 525
Chakraborty, G / 1998 / Coupon Characteristics and Brand Choice / Psychology and Marketing 8 (9) : 145 ~ 159
Bagozzi, R. P. / 1992 / Appraisal processes in the enactment of intentions to use coupon / Psychology & Marketing 9 : 469 ~ 486
Bawa, K / 1987 / The coupon-prone consumer: Some findings based on purchase behavior across product classes / Journal of Marketing 51 : 99 ~ 110
Bawa, K. / 1997 / Coupon Attractiveness and Coupon Proneness: A Framework For Modeling Coupon Redemption / Journal of Marketing Research 34 : 517 ~ 525
Chakraborty, G / 1998 / Coupon Characteristics and Brand Choice / Psychology and Marketing 8 (9) : 145 ~ 159
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