마케팅 분야 세미나를 아래와 같이 개최하오니, 관심 있는 분들의 많은 참석 부탁 드립니다.

1. 일시: 2019년 8월 2일 (금), 09:30~11:00
2. 장소: SUPEX 3층, 301호 강의실
3. 강사: 장성수 교수 (Cardiff University)
4. 주제: Do Promotions Increase Health? The Moderating Role of Sales Promotion Among Consumers’ Purchase and Exercise Behaviors
5. 연구분야: 마케팅
* Lecture will be delivered in Korean.
[Abstract]
Sales promotions generate a two-stage decision for mobile exercise app users: whether to purchase (promoted) products and how to manage exercise. Longitudinal observations of exercisers’ responses to these promotions can help sports brands reflect this information on future promotions. The authors examine the moderating effects of sales promotions—monetary, nonmonetary, and group buying—on multiple relationships (1) between past exercise and purchase, (2) between purchase and future exercise, and (3) between past exercise and future exercise. Using a unique data set of one million exercise logs and shopping transactions created by 7,517 app users for 36 months, the authors develop an integrated model that incorporates purchase (i.e., frequency, quantity, and expenditure) and exercise dimensions and test this framework. The results reveal that heavy exercisers increase purchase quantity of exercise products that offer group buying promotions and increase (decrease) exercise after having purchased promoted (nonpromoted) products, though, overall, consumers decrease their future exercise. Finally, the authors conduct two simulations to offer important managerial implications on exercise behavior-based promotion strategies.