스마트폰을 이용한 위치기반 쿠폰광고의 효과

In this research, we analyze the effects of price discounts and scarcity message (both quantity limitation messageand time limitation message) on the purchase intention in the smart-phone environment. The purchase intention becomeshigher at high discount rate and with scarcity message (both quantity limitation message and time limitationmessage). We also analyze the moderating effects of consumer's shopping value and distance between the consumerand the store on the effects of price discounts and scarcity message (both quantity limitation message and time limitationmessage) on the purchase intention. On average, the effects of price discount, time limitation message andquantity limitation message on the purchase intention become the highest levels for consumers pursuing hedonic shoppingvalue. The effects of price discount, time limitation message and quantity limitation message on the purchaseintention become higher when they are offered within a short distance between the coupon provider and the targetcustomer.