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Effects of Location Based Coupon Through Smart Phone
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스마트폰을 이용한 위치기반 쿠폰광고의 효과

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Type
Academic journal
Author
Young-Jin Joo (충북대학교) Min-Seong Ji (남양네이쳐택) Jong-Hyeok Lim (충북대학교)
Journal
The Korean Operations Research and Management Science Society Journal of the Korean Operations Research and Management Science Society Vol.40 No.1 KCI Accredited Journals
Published
2015.2
Pages
35 - 55 (21page)

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Effects of Location Based Coupon Through Smart Phone
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Abstract· Keywords

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In this research, we analyze the effects of price discounts and scarcity message (both quantity limitation message and time limitation message) on the purchase intention in the smart-phone environment. The purchase intention becomes higher at high discount rate and with scarcity message (both quantity limitation message and time limitation message). We also analyze the moderating effects of consumer"s shopping value and distance between the consumer and the store on the effects of price discounts and scarcity message (both quantity limitation message and time limitation message) on the purchase intention. On average, the effects of price discount, time limitation message and quantity limitation message on the purchase intention become the highest levels for consumers pursuing hedonic shopping value. The effects of price discount, time limitation message and quantity limitation message on the purchase intention become higher when they are offered within a short distance between the coupon provider and the target customer.
#Smart-Phone #Price Discount #Scarcity Message #Quantity Limitation #Time Limitation #Shopping Value #Distance #Location-Based

Contents

Abstract
1. 서론
2. 연구배경 및 가설
3. 연구설계 및 측정
4. 가설검정
5. 결론 및 한계
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References (56)

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1. [보고서] - 권기덕 / 2010 / CEO Information：스마트폰이 열어가는 미래 google schola 2. [학술지(정기간행물)] - 김영주 / 2011 / 스마트폰 애플리케이션의 채택과 이용: 이용정도, 지속이용의사, 추천의사에 영향을 미치는 요인 / 한국언론학보 55 (6) : 227 ~ 252 dbpia 3. [학술지(정기간행물)] - 김영채 / 2011 / 모바일 특성과 IT 특성, 그리고 관여가 스마트폰 애플리케이션 만족에 미치는 영향에 관한 연구: 패션 애플리케이션 중심으로 / e-비즈니스연구 12 (2) : 49 ~ 77 dbpia 4. [학술지(정기간행물)] - 김재휘 / 2007 / 희소성 메시지와 프레이밍 방식이 구매의도에 미치는 효과 / 한국심리학회지: 소비자·광고 8 (2) : 183 ~ 204 google schola 5. [학술지(정기간행물)] - 김주란 / 2011 / 광고매체로서 스마트폰 애플리케이션 이용동기와 사용의도에 관한 연구 - 정보기술수용모델의 확장 / 광고연구 (89) : 229 ~ 254 dbpia

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