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

The Effect of the Perceived On-line Coupon Benefit on Consumption Affect, Brand Attitude and Re-visit Intention

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.