Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Moderating Effect of Deal Proneness on the Influence of Involvement on Restaurant Group-Buying Purchase

  • Lee, Hae-Young (School of Hospitality and Tourism Management, Kyungsung University)
  • Received : 2017.11.30
  • Accepted : 2018.02.22
  • Published : 2018.02.28
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Abstract

The increased popularity of group-buying deal promotions has made research efforts grasping the importance of involvement on the positive reactions of consumers. This is due to the fact that consumer purchasing behaviors are highly likely to differ depending on a particular consumer's involvement level, referring to the basic interest in or importance of a group-buying purchase. In this regard, this paper (1) investigated the effects of involvement on purchase behaviors; and (2) examined whether the proposed relationships may vary depending on a consumer's deal prone propensity. Results revealed that a consumer's cognitive involvement in a restaurant promotion affects emotional involvement, ultimately leading to purchase intention. In addition, a consumer's deal proneness tendency was revealed to moderate the relationship between cognitive involvement and emotional involvement. Compared to low deal-prone consumers, high deal-prone consumers tended to have a higher level of emotional involvement resulting from cognitive involvement. Managerial implications and directions for future research are provided.

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References

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