쿠폰유형 및 조절적 동기가 쿠폰이용의도에 미치는 효과 = The Effects of the Type of Coupon and Regulatory Focus on Coupon Usage Intention

국문 초록 (Abstract)

본 연구에서는 쿠폰유형을 크게 즉각보상형 쿠폰(instant compensation coupon)과 지연보상형 쿠폰(delayed compensation coupon) 두 가지로 분류하여 쿠폰유형에 따라 소비자의 쿠폰이용의도가 어떤 차이가 있는지, 그리고 이러한 차이가 조절적 동기(regulatory focus)에 따라 어떻게 달라지는지 살펴보았다. 이를 위해 2(쿠폰유형: 즉각 보상형 쿠폰 vs. 지연보상형 쿠폰) X 2(조절적 동기: 향상동기 vs. 예방동기) 피험자 집단간 실험설계를 적용하였다.
분석결과, 지연보상형 쿠폰보다 즉각보상형 쿠폰의 이용의도가 더욱 높은 것으로 나타났다. 또한, 쿠폰유형과 조절적 동기간에 유의한 상호작용효과가 있음을 밝혀냈다. 즉, 쿠폰유형(즉각보상형 쿠폰 vs. 지연보상형 쿠폰)에 따른 쿠폰이용의도의 차이는 향상동기 지향적 소비자에 비해 예방동기 지향적 소비자일 경우 더욱 커지는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The present research investigates the effects of the type of coupon and regulatory focus on consumers’ coupon usage intention. Specifically, based on the results from 2(type of coupon: instant compensation coupon vs. delayed compensation coupon)×2(regulatory focus: promotion motivation vs. prevention motivation) between-subjects factorial design experiments, we find that consumers’ usage intention of instant compensation coupon are greater than delayed compensation coupon. In addition, the results show that there is a significant interaction effect between the type of coupon and regulatory focus. That is, the differential effects of the type of coupon on coupon usage intention are greater when consumer had prevention motivation than promotion motivation.

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