Effect of restaurant discount coupon depth on re-consumption willingness: A moderating role of brand image

Abstract

The discount depth of coupons often affects consumers’ re-consumption willingness. Furthermore, for products or services, brand image is considered as an important factor that influences consumers’ purchasing decisions. This study investigated whether discount depth affects consumers’ re-consumption willingness and if brand image moderates this effect. A two-factor between-subjects design was used for the laboratory (n = 250) and field (n = 184) experiments, which were analyzed with a series of moderated hierarchical regression analyses. The results from the laboratory experiments indicated that brand image moderates the relationship between the discount depth and the consumers’ re-consumption willingness. This study also employed a field experiment, and the empirical results were consistent with the data from the laboratory experiment. The findings of this study will be useful for restaurant marketing professionals when making promotional decisions.