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

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2008, 32(5), pp.167-186
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Tae-Hee Kim 1 Lee, Jong-Suk 1 Eun-Young Son 2

1경희대학교
2한국농촌경제연구원

Accredited

ABSTRACT

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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