Browse > Article

Effects of Printed-Saving Coupon on Purchasing Intention of Consumer Behavior in Major Discount Store  

Lee, Kwang-Sook (Advertising and PR, Joongbu University)
Kwak, Bo-Sun (Faculty of Management Dept. Sungkyul University)
Publication Information
Journal of the Korean Graphic Arts Communication Society / v.30, no.1, 2012 , pp. 21-33 More about this Journal
Abstract
This research attempts to analyze the effect of printed-saving coupons distributed by major discount store on consumer purchasing intention. Those consumers having used printed-saving coupon in major discount store in Daejeon were selected as respondents. 121 copies were retreated from 150 questionnaires. For data analysis, frequency analysis for respondents' characteristics, Cronbach's alpha for reliability of analysis, and $X^2$ test of multi-regression analysis for testing hypothesis were utilized. The result of analysis shows 1) the way of using coupon is respectively different according to sex, age group, marital status, term of coupon, and the number of using coupon; 2) Attributes of coupon partially influence on purchasing intention of consumers. Only shopping cost cutting is insignificant, while keeping convenience, impulse buying, scheduled purchasing are significant. The most effective variable is scheduled purchasing, keeping convenience, and impulse buying influence on purchasing intension of consumers. Therefore, offering printed-coupon by major discount store is useful tool to induce consumers to planned purchasing.
Keywords
Effect of printed-saving coupons; major discount store; consumer purchasing intention; Cronbach's alpha;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Shimp, Terence A. and Alican Kavas, "The Theory of Reasoned Action Applied to Coupon Usage," Journal of Consumer Research 11 (November), pp.795-809(1984).   DOI   ScienceOn
2 Mittal Banwari, "An Integrated Framework for Relating Diverse Consumer Characteristics to Supermarket Coupon Redemption," Journal of Marketing Research, vol. 31(November), pp.533-544(1994).   DOI   ScienceOn
3 Narasimhan, Chakravarthi, "A Price Discrimination Theory of Coupons," Marketing Science, 32(Spring), pp.128-147(1984).
4 Inman, Jeffrey and Leigh McAlister, "Do Coupon Expiration Dates Affect Consumer Behavior?" Journal of Marketing Research, 31(August), pp.423-428(1994).   DOI   ScienceOn
5 Bawa, K., Srinivasn, S., and Srivastava, R., "Coupon Attractiveness and Coupon Proneness: A Framework for Modeling Coupon Redemption," Journal of Marketing Research, 34(November), pp.517-525(1997).   DOI   ScienceOn
6 예종석, 김동욱, 양성희, "쿠폰특성이 소비자의 쿠폰에 대한 평가에 미치는 영향", 광고연구, vol. 42, pp.43-59(1999).
7 주형준, 서현석, "제품 유형에 따른 브랜드 친숙도와 소비자 성향이 쿠폰 상환 의도에 미치는 영향", 한국전략마케팅 마케팅논집, vol. 15, no. 4(2007).
8 Belch & Belch, "Advertising and Promotion", pp.529(2004).
9 김화, "인터넷 쿠폰을 이용한 합리적 행동 이론의 확장 모델에 관한 실증 연구", 성 균관대학교 대학원, 박사학위논문. pp.94(2007).
10 장흥섭외, "마케팅", 학현사, pp.317(2011).
11 Neslin, S. A, A Market Response Model for Coupon Promotions, Marketing Science , pp.125-145(1990).
12 Block, Tamura B. and William A. Robinson, "Sales Promotion Management", Chicago: Crain Books(1994).
13 Bagozzi, R. P., Hans Baumgarterner, and Youjae Yi, "State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," Journal of Consumer Research, vol. 18(March), pp.505-518(1992).   DOI