Abstract
[연구목적] 본 연구에서는 여러 가지 판매촉진 전략 중에서 동일한 할인율이 적용 가능한 가격할인과 보너스팩을 중심으로, 성향조절초점에 따라 소비자가 선호하는 판매촉진 유형(가격할인 vs. 보너스팩)과 판촉행사가 종료된 이후의 재구매의도가 어떻게 달라지는 지를 살펴보고자 하였다. [연구방법] 본 연구는 판매촉진 선호가 조절초점에 따라 달라질 것으로...
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