LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

뮤지엄샵 상품 유형과 판촉 프레이밍이 구매의도에 미치는 융합 영향에 관한 연구 – 소비자의 조절초점을 중심으로 -

Author

허 유 진, 허 연 주

Journal Title

한국과학예술융합학회

Publication Year

2022

Topics

#Advertising
#Marketing

Summary

This study investigated the effects of museum shop product types, promotion framing, and regulatory focus on purchase intention using a 3x2x2 mixed design. The results showed significant differences in purchase intention based on product types and regulatory focus, as well as a significant interaction effect between promotion framing types and regulatory focus. These findings provide valuable insights for developing effective promotional strategies for museum shops.

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