KOREASCHOLAR

HOW UTILITARIAN AND HEDONIC BENEFITS GENERATE COUPON USAGE: MULTI-GROUP COMPARISON WITH CONSUMER ACTIVISM

Keiya Tabe, Morikazu Hirose
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271004
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.866-875
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study investigated the perception of the coupon benefit and behavioral response to the coupon. Consumer activism was tested as a moderator. All of the hypothesized relationships were supported. The multi-group differential test revealed that the perceptions of coupon benefit were significantly different between highly and less active consumers.

Author
  • Keiya Tabe(Waseda University)
  • Morikazu Hirose(Tokyo Fuji University)