주부소비자의 쿠폰사용 결정 요인 : 비용 및 편익 지각을 중심으로

다국어 초록 (Multilingual Abstract)

Coupons are ubiquitous in todays’ marketplace. Therefore, research to understand consumers’ coupon-use behaviors is of import to consumer researches, consumer educators and marketing managers.
The purpose of this study is to investigated the effects of a housewife consumers’ couponuse behaviors through a set of possible explanatory variables. For this study, demographics (age, household size, housewife/husband education, housewife/husband occupation, income), cost/benefit perceptions(time costs, encumbrance-brand, economic benefits, enjoyment) were integrated. In particular, the effects of demographics on cost/benefit perceptions were investigated.
Major findings of empirical analysis could be summarise as follows:
First, time costs was affected by the age, education and the husband education, and encumbrance-brand was only affected by income. Economic benefits & enjoyment were in common affected by the age and household size.
Second, the coupon-use behavior was affected by age, household size, housewife/husband education, time costs, encumbrance-brand, economic benefits, enjoyment
Finally, According to the logistic regressions analysis, the more income and the less age and encumbrances-brand were more likely to use coupon.

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