Which Coupons to use where? = The Impact of Different type of Coupons on Consumer Purchase at Bricks and Mortars

국문 초록 (Abstract)

본 연구는 대형 유통매장에서 다양한 쿠폰의 유형이 제품 유형별 소비자 구매행태에 미치는 영향을 살펴보기 위해 쾌락적 의도, 추진 의도, 유인 의도 등 다양한 의도를 갖춘 쿠폰을 분석하여 각 유형별 쿠폰이 일반적으로 소비자 상품 구매 지향성에 어떠한 이질적 효과를 끼치는지에 대해 입증하였다. 이어 좀 더 구체적인 결과를 얻기 위해 각 제품 유형에 따른 쿠폰의 효율을 분석·정리하였고, 그 결과 상품 유형에 따라 효과적인 쿠폰의 유형은 다를 수 있다는 결론을 얻을 수 있었다. 이러한 분석결과는 소매상 및 나아가 제조회사가 때때로 제한적일 수 있는 마케팅 자원을 현재보다 좀 더 효율적으로 배분해야 한다는 의미를 시사한다. 마지막으로 본 연구는 여러 유형의 쿠폰들 중 가장 효율적이며 시장에서 널리 사용되고 있는 종류의 쿠폰은 소비자의 쾌락적 의도를 자극하는 목적을 지니고 있음을 확인했다.

다국어 초록 (Multilingual Abstract)

This study examines how various types of coupons affect consumer purchase behavior in different product categories. We demonstrate that coupons with different promotional intentions, such as hedonic, pull and push intentions, result in heterogeneous impact on consumer product purchase probability in general. More specifically, based on the product category, certain type of coupons were effective whereas some were not. In addition, we also find that the magnitude of the positive promotion effect is different within the product category. The results from our study may provide a guideline to retail managers, who may be interested in allocating the often limited marketing resources, in formulating a more efficient promotional strategy. Finally, this study also highlights that the most prevalent type of coupon which were found to be effective is the one which stimulates the hedonic intention of consumers.

목차 (Table of Contents)

• Ⅰ. Introduction
• Ⅱ. Literature review
• Ⅲ. Methodology
• Ⅳ. Empirical Results
• Ⅴ. Conclusion, Limitation and Future Study
• REFERENCES
• 요약

참고문헌 (Reference)

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