복식문화연구 (The Research Journal of the Costume Culture)

  • 제24권1호
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  • Pages.13-26
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  • 2016
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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유통업체 적립금 고지시 잔여 사용기간에 따른 소비자 반응 연구

Consumer responses to retailer messages indicating time remaining to use mileage

  • 신정민 (계명대학교 대학원 섬유패션학과) ;
  • 여은아 (계명대학교 패션마케팅학전공)
  • Shin, Jung-Min (Dept. of Fashion and Textile, Graduate School, Keimyung University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 투고 : 2015.10.19
  • 심사 : 2016.02.24
  • 발행 : 2016.02.29
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초록

The purpose of the present study is to investigate the effect of time remaining to use mileage in the notification message from retailers on consumer responses. A total of 577 consumers participated in experiments involving different notification messages of the time remaining to use mileage. Results showed: 1) a significant difference in mileage benefit perception, positive emotion, negative emotion, attitude toward retailers, and repurchase intention according to the remaining time to use mileages, 2) benefit perception positively affected positive emotion and negatively affected negative emotion; positive emotion positively affected and negative emotion negatively affected attitude toward retailers; and attitude positively affected repurchase intention on retailers, and 3) the remaining time to use mileages moderates the relationship between attitude and repurchase intention. Findings highlighted the importance of timing of the message to notify the consumer as to remaining time to use mileage. In the case of a message indicating long remaining time to use mileage, consumers showed more positive responses toward retailers than did consumers who had a message indicating short remaining time to use mileage. These results can be used as guidelines to select the optimal time to send notification messages of remaining time to use mileage in order to generate positive consumer responses.

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