The Effect of Coupon Proneness、Pricing Tactics Persuasion Knowledge、Price Consciousness and Brand Loyalty on Coupon Redemption Intention
| Autor: | CHEN, SHIU-HUI, 陳秀慧 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 The study investigates the direct effect of consumer characteristics including both coupon proneness and price consciousness, pricing tactics persuasion knowledge (PTPK), brand loyalty on coupon redemption intention. Furthermore, this study examines the moderating roles of demographics involving gender, age, education, expenditure per month and occupation on the relationship between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty). Through an online survey, this study collected 313 respondents who have ever use coupons to test the hypotheses. The results of PLS showed that price consciousness and coupon proneness positively affected coupon redemption intention. However, PTPK and brand loyalty insignificantly influenced coupon redemption intention. As for the moderating effect of demographics, the results showed that (1) expenditure per month had no significant moderating effect between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty); (2) other demographic variables (gender, age, education and occupation) show partially positive moderating effects between coupon redemption intention and independent variables (i.e., coupon proneness, price consciousness, PTPK and brand loyalty). The findings provide several significant implications and suggestions for marketing strategy and managerial practice. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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