LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

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추가금액 지불시 구매할 수 있는 사은품에 대한 소비자의 구매의도에 미치는 영향: 소비자의 획득-거래효용, 할인추구성향, 브랜드 명성을 중심으로

Author

문선영, 서찬주

Journal Title

상품학연구

Publication Year

2019

Topics

#Trade

Summary

This study analyzes the impact of additional payment on consumers' purchase intention for promotional gifts, focusing on gain-transaction utility, discount propensity, and brand reputation. While existing research has focused on discount coupons, studies on the recent trend of F&B companies offering promotional gifts with additional payments are limited.

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