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
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.24 No.2(Wn.93)
- 발행연도
- 2018.2
- 수록면
- 71 - 78 (8page)
이용수
초록· 키워드
오류제보하기
The increased popularity of group-buying deal promotions has made research efforts grasping the importance of involvement on the positive reactions of consumers. This is due to the fact that consumer purchasing behaviors are highly likely to differ depending on a particular consumer`s involvement level, referring to the basic interest in or importance of a group-buying purchase. In this regard, this paper (1) investigated the effects of involvement on purchase behaviors; and (2) examined whether the proposed relationships may vary depending on a consumer’s deal prone propensity. Results revealed that a consumer’s cognitive involvement in a restaurant promotion affects emotional involvement, ultimately leading to purchase intention. In addition, a consumer`s deal proneness tendency was revealed to moderate the relationship between cognitive involvement and emotional involvement. Compared to low deal-prone consumers, high deal-prone consumers tended to have a higher level of emotional involvement resulting from cognitive involvement. Managerial implications and directions for future research are provided.
목차
ABSTRACT
1. INTRODUCTION
2. THEORETICAL BACKGROUND
3. RESEARCH METHODS
4. RESULTS
5. DISCUSSION AND CONCLUSIONS
REFERENCES
참고문헌 (36)
참고문헌 신청
Amblee, N. C., & Bui, T. X. (2012). Value proposition and social proof in online deals: An exploratory study of Groupon.com. Paper presented at the 14th Annual ICEC, Singapore, August 7-8, 2012.
Bailey, A. A. (2008). Evaluating consumer response to EDLPs. Journal of Retailing and Consumer Services, 15(3), 211-223.
Berthon, P., Pitt, L. F., & Watson, R. T.(1996). The world wide web as an advertizing medium: Toward an understanding of conversion efficiency. Journal of Advertising Research, 36(1), 43-54.
Bosnjak, M., Galesic, M., & Tuten, T. (2007). Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach. Journal of Business Research, 60, 597-605.
Chen, C., & Tsai, M.(2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29(6), 1166-1171.
Berthon, P., Pitt, L. F., & Watson, R. T.(1996). The world wide web as an advertizing medium: Toward an understanding of conversion efficiency. Journal of Advertising Research, 36(1), 43-54.
Bosnjak, M., Galesic, M., & Tuten, T. (2007). Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach. Journal of Business Research, 60, 597-605.
Chen, C., & Tsai, M.(2008). Perceived value, satisfaction, and loyalty of TV travel product shopping: Involvement as a moderator. Tourism Management, 29(6), 1166-1171.
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