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The Effect of Applied Construal Level Theory and Consumer Reward Program of Travel Products on Purchase Intention According to Temporal Distance: Focused on the Moderating Effect of Regulatory Focus and Evaluation Mode

Cha, Jae Bin 1 JO MI NA 2

1경민대학교
2수원대학교

Excellent Accredited

ABSTRACT

This study investigated the effect of construal level theory (near future vs. far future) and a consumer reward program (instant discount vs point accumulation) of travel products on the purchase intention. This was done according to temporal distance and focused on the moderating effect of using a regulatory focus and an evaluation mode. The moderating effect of regulatory focus (promotion focus vs prevention focus) was examined in the first experiment and an evaluation mode (separate evaluation vs joint evaluation) was examined in the second experiment. A total of 296 and 277 samples were collected and analyzed for the first and second experiments respectively. These were taken from college students aged in the 20s throughout Seoul and Gyeonggi Province from May 12 to May 25, 2017. These results show that the moderating effect of the regulatory focus was partially adopted while the moderating effect of the evaluation mode was fully adopted. In conclusion, the study identifies the importance of consumer behavioral changes in the purchasing intention for travel products and suggests effective ways of using a consumer reward program.

Citation status

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