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.
초록· 키워드
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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.
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