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The Effects of Gratitude and Attachment on Purchase Behavior Intention: The Moderated Mediation Effect of Wallet Share

SON EUN JUNG 1

1부경대학교

Excellent Accredited

ABSTRACT

he present study analyzed the effect of consumer emotion variables on their purchase behavior intentions and then suggested appropriate measures accordingly. The specific research focus was on the degree of gratitude and attachment consumers experienced. The study was based on survey evidence collected for approximately 5 weeks starting in July 2015. The questionnaires were distributed throughout several 5-star hotels in Busan, Seoul, and Jeju, with 302 copies being used for the final analysis. The results showed that gratitude has a significant effect on up-buying and cross-buying, especially as it pertains to the purchase behavior intentions of customers who feel higher degrees of gratitude. In addition, attachment was found to play a mediating role in increasing purchase behavior intention, and "high wallet share" customers were found to have a significant effect on up-buying. These study results will help hotel companies when conducting research on consumer behavior and marketing and when devising measures to improve their business performance.

Citation status

* References for papers published after 2022 are currently being built.