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자료유형
학술저널
저자정보
Hae-Young Lee (Kyungsung University)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.24 No.2(Wn.93)
발행연도
2018.2
수록면
71 - 78 (8page)

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초록· 키워드

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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.

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ABSTRACT
1. INTRODUCTION
2. THEORETICAL BACKGROUND
3. RESEARCH METHODS
4. RESULTS
5. DISCUSSION AND CONCLUSIONS
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