소비자 참여수준과 온라인 프로모션 만족도와의 관계

Abstract

This study aims to analyze the impact of consumer engagement effort level on online promotion satisfaction, and to examine the moderating effects of corporate awareness and reward form. For this purpose, we reviewed the relevant concepts, proposed the research problem and research process, and conducted a survey and analysis. The results show that consumers' participation effort level has a significant moderating effect on online promotion satisfaction. However, there was no moderating effect of corporate awareness and reward type. This finding suggests that consumers experience higher satisfaction when they actively participate in promotions. On the other hand, corporate awareness and reward form did not show significant moderating effects on promotion satisfaction. Based on our findings, we suggest that companies consider ways to increase their consumer engagement efforts when designing their strategies and emphasize that they should consider engaging and interactive promotion strategies that do not rely solely on brand awareness. By doing so, companies will be able to maximize consumer engagement and increase brand loyalty.