• Digital Contents
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• no.12 s.103
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• pp.54-55
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• 2001

현재 인터넷상에는 대형 포탈사이트를 비롯하여 소규모 전문 쿠폰사이트까지, 또한 전문업종이나 지역만을 상대로 쿠폰을 발행하는 사이트들도 다양하게 생겨나고 있다. 이러한 쿠폰사이트는 소비력이 강한 10대와 젊은 세대들한테 인기를 얻고 있다. 그러나 현재 쿠폰 사이트는 문제점도 없지 않다. 소비력이 강한 젊은층을 상대로 하다보니 쿠폰이 발행되는 업중에 한계를 가지고 있다. 예를 들면 주로 음식과 미용에 관련된 것이다. 또한 대기업의 참여를 유도하고, 보다 소비 계층을 넓히기 위해 생필품에 관련된 쿠폰도 발행하는 방향을 모색해야 한다는 지적이 관계자에 의해 제기되고 있다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.1 no.2
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• pp.101-134
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• 2006

This study is conducted to examine how purchase behaviors of consumers have affected by the promotion of coupons in internet shopping mall. This study was conducted with the purpose of identifying the differences In purchase behavior based on consumer's perception and experience of internet shopping mall coupons, and based on consumers' perception of cost and value of coupons, using a theoretic framework presented in previously conducted studies. The results of this study can be summarized as follows. First, based on the perception of coupons, there were significant differences in intent to use and intent to re-use at the time when coupons are offered, and at the time when coupons are offered, no significant differences were found between the level of interest and the importance of coupon at the time of visiting the shopping mall; however, significant differences were found in the overall purchase behavior based on perception of coupons. Second, when overall differences In purchase behavior based on experience in coupon use was observed, having experience in using coupons showed a higher average than did having no experience in using coupons, showing a significant difference. It was found that compared to those without experience in using coupons, those with experience with coupons had higher intent to use at the time when coupon is offered, intent to re-use at the time when coupon is offered, and higher level of purchase behavior In the importance of coupons at the time of visiting the shopping mall. Third, when relationship between purchase behaviors, cost of coupon, and perception of convenience was observed, a clear static relationship was found. This suggests that as the cost and perception of convenience of coupon increases, purchase behavior also increases. Such result suggests that there is a difference in purchase behavior based on experience in coupon use. When relationship of purchase behavior by variables of cost of coupon and perception of convenience is observed, it has a positive relationship with the perception that the use of coupon includes saving money, financial help, enjoyment of use, habitual use, has a short effective date, and has a negative relationship with the perception that it saves little money and is a waste of time. Therefore, it can be seen that purchase behavior has the highest relationship with enjoyment of coupon use and habitual coupon use. Such results suggest that purchase behavior will be significantly influenced based on cost of coupon and perception of convenience.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.11 no.1
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• pp.295-306
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• 2010

The company have get the most out of coupon that is very useful to draw on consumer with sensitive the price, low the br loyalty to induct the direct buying intention. The effect of the coupon is a hard fact to an aid of working out successful strategy by the results that many scholar studied for long time. But the results of research was centered upon examining to influence br image company's sales, gains for guessing exchange action of coupon. Antecedent researches of our country is a lot of coupon combination discount card for drawing on revisiting making new consumer. The purpose of the study is to identify how to influence br familiarity br image into intending purchase revisiting by coupon property. In this study, collage man, worker located in Seoul Kyunggi province were sampled by convenience sampling. As a result, Br familiarity br image affect affirmatively intending purchase revisiting by coupon property.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.85-92
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• 2018

최근 커피 전문점의 한계를 극복하기 위하여 카페와 디저트의 결합 형태인 디저트카페가 활성화 되었으며,이 또한 치열한 경쟁상황에 놓여 있는 관계로 경쟁에서 보다 유리한 위치를 확보하기 위한 고객맞춤형 마케팅전략이 필요함으로 본 연구를 수행한다. 최근, 연구방향이 디저트카페의 서비스품질, 브랜드이미지, 물리적환경 및 선택속성에 관한 연구가 활발하게 진행되고 있으나 고객의 감성 지능과 연계한 연구는 없었던 관계로 본 연구에서는 고객의 감성지능과 연관된 효과를 검증하고자 한다, 또한, 스마트폰의 보급으로 모바일쿠폰이 매우 활성화 되어 있음으로 디저트카페의 환경과 모바일쿠폰의 특성이 어떠한 영향관계를 보이고 있는지 살펴보고자 한다. 디저트카페의 물리적환경(심미성,공간효율성,청결성,쾌적성,편의성),선택속성(서비스,맛과향,가격,다양성,독창성),모바일쿠폰(획득용이성,사용편의성,유희성,경제성)이 고객만족에 미치는 영향력을 살펴본다. 또한 고객의 감성지능이 조절효과로서 각각의 요인들에 대하여 고객만족도에 어떠한 관계를 가지게 되는지 살펴보며, 본 연구를 통하여 기존의 마케팅전략에서 고객의 감성지능 맞춤형 마케팅전략을 구사함으로써 보다 효율적이고 목표를 명확화 함으로써 마케팅 비용과 노력을 줄이는데 기여할 수 있을 것이라고 판단된다.

• 한국벤처창업학회:학술대회논문집
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• 2007.04a
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• pp.405-433
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• 2007

This study is conducted to examine how purchase behaviors of consumers have affected by the promotion of coupons in internet shopping mall. This study was conducted with the purpose of identifying the differences in purchase behavior based on consumer' s perception and experience of internet shopping mall coupons, and based on consumers' perception of cost and value of coupons, using a theoretic framework presented in previously conducted studies. The results of this study can be summarized as follows. First, based on the perception of coupons, there were significant differences in intent to use and intent to re-use at the time when coupons are offered, and at the time when coupons are offered, no significant differences were found between the level of interest and the importance of coupon at the time of visiting the shopping mall; however, significant differences were found in the overall purchase behavior based on perception of coupons. Second, when overall differences m purchase behavior based on experience in coupon use was observed, having experience in using coupons showed a higher average than did having no experience in using coupons, showing a significant difference. It was found that compared to those without experience in using coupons, those with experience with coupons had higher intent to use at the time when coupon is offered, intent to re-use at the time when coupon is offered, and higher level of purchase behavior in the importance of coupons at the time of visiting the shopping mall. Third, when relationship between purchase behaviors, cost of coupon, and perception of convenience was observed, a clear static relationship was found. This suggests that as the cost and perception of convenience of coupon increases, purchase behavior also increases. Such result suggests that there is a difference in purchase behavior based on experience in coupon use. When relationship of purchase behavior by variables of cost of coupon and perception of convenience is observed, it has a positive relationship with the perception that the use of coupon includes saving money, financial help, enjoyment of use, habitual use, has a short effective date, and has a negative relationship with the perception that it saves little money and is a waste of time. Therefore, it can be seen that purchase behavior has the highest relationship with enjoyment of coupon use and habitual coupon use. Such results suggest that purchase behavior will be significantly influenced based on cost of coupon and perception of convenience.

• Journal of the Korean Home Economics Association
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• v.42 no.7
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• pp.73-88
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• 2004

The purpose of this study was to understand how consumers perceive the costs of couponing by coupon types and to suggest ways in which coupons should be developed to contribute to consumers' welfare. Costs/benefits of coupons as the most close antecedent variable included the following 8 constructs: searching costs, clipping costs, storing costs, extra expenses, substitution costs, pressure of holding, uncomfortable feelings, and regrets. Since it was hypothesized that the cost of couponing differs by coupon type, four coupon-types were examined: homepage coupon, E-mail coupon, DM coupon, and newspaper/magazine coupon. Data for this research were collected through 732 responses to a self-administered survey of consumers who had used all four types of coupons requesting participation from members of Internet survey firm. The conclusions of this research can be summarized as follows: (1) Women preferred off-line coupons but men preferred on-line coupons. In addition, consumers in Seoul were more familiar and satisfied with on-line coupons than consumers in other regions. (2) Among constructs of costs, consumers perceived regrets, pressure of holding, and substitution costs highly. Differently from previous studies, consumers perceived searching costs and clipping costs to be less important than other costs. (3) Storing costs, pressure of holding, and uncomfortable feelings were higher in off-line coupons, whereas clipping costs, extra expenses, and substitution costs were higher in on-line coupons. (4) In general, most constructs of costs in using homepage and newspaper/magazine coupons were higher than those of E-mail and DM coupons. (5) Cost perception was negatively related to coupon satisfaction at coupon, except newspaper/magazine coupon which was the least satisfactory coupon, regardless of costs (6) Consumers were more satisfied with direct-distribution coupons such as E-mail and DM coupons than public-distribution coupons such as homepage and newspaper/magazine coupons.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.24 no.2
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• pp.275-284
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• 2014

Recently, the combination of mobile and NFC aroused great momentum for Activation of NFC services market. Especially, mCoupon service using NFC has been utilized in a variety consumer marketing. However, mCoupons differ significantly from paper-based coupons because unprotected data can be easily copied or modified without significant cost by anyone. A high number of uncontrolled copies of coupons can result in a significant loss. In this paper, we proposed a light-weight signature scheme that is protected against illegal use in nfc mobile payment environment to using limited resources.

• Proceedings of the Korea Inteligent Information System Society Conference
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• 2007.11a
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• pp.412-420
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• 2007

기존의 물리 공간과 제품은 RFID태그를 통해 원래의 사용 용도 이외의 매체로서의 기능을 갖게 되고, 이러한 매체 기능의 추가는 제휴 마케팅의 기반이 될 수 있다. 본 논문에서는 누구나 쉽게 RFID 태그부착 공간 제공자로 참여하여 물리적 공간의 트래픽을 전자적 트래픽으로 전환시켜 수익을 창출하는 경제활동을 가능케 하는 방법을 제안하며, 이러한 방법을 응용한 쿠폰 네트워크 비즈니스 모델을 제시하고 실제 작동할 조건을 분석하였다. 제안하는 비즈니스 모델과 방법을 통해 공간을 이용하여 비즈니스를 하고자 하는 기업과 공간제공자 간의 연결을 쉽게 하여 기업의 물리적 접점 확대와 공간제공자의 참여를 상대적으로 낮은 비용으로 실현시킬 수 있고, 공간소유자가 자신의 이익을 위해 하는 제휴 활동이 유비쿼터스 사회 인프라 확산을 촉진시키게 되도록 설계함으로써 불특정다수에 의한 빠른 RFID 태그 확산과 비용부담의 광범위한 분산을 이룰 수 있다.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.15-38
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• 2017

The purpose of this study is to look into the consumers who show the consumption patterns of brand switching and repeated purchasing, find the decision factors of their brand switching and repeated purchasing, analyze the difference in marketing response variables being represented as corporate promotion activities in the brand switching and repeated purchasing process, and provide a suggestion to apply the result to marketing Therefore, it tries to help the firms, which develop push marketing as the result of excessive competition between distributors and sales competition focusing on external appearance, recognize consumers as individual substances; to propose proper efficient promotion activities; to let consumers increase loyalty to their trademark and continue to purchase their products repeatedly; and to induce competitor brand consumers to do brand switching. The results of this study are presented as follows: First, consumers who prefer events, price discount, samples, and product premium which means the products with brand or logo on them had the feature of repeated purchasing. Secondly, service benefit, point-type promotion, cost-saving satisfaction didn't affect brand switching, and only the consumers who prefer coupon-type promotion did brand switching. Thirdly, a distribution type produced the moderating effect between the repeated purchasing and coupon and coupon-type promotion, and between brand switching and service benefit.

• Journal of Families and Better Life
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• v.27 no.1
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• pp.31-44
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• 2009

The purpose of this study was to understand how consumers perceive the costs of using certain types of sales-promotions and to suggest ways in which sales-promotions should be developed to contribute to the consumers' welfare and the development of Marketing Strategy. The sufficiency of the consumers' desire was essential to new and creative sales-promotion strategy. This study investigated the perceived costs of using timely opportunity costs, extra expenses, substitution costs, uncomfortable feeling, regrets and economical and psychological satisfactions on certain types of sales-promotions such as off line, coupon, packed items, collection and on line, and event. In the study results on the perceived costs of using certain types of sales-promotions, off line sales-promotions were perceived more than substitution costs, extra expenses, regrets and on line sales-promotions were perceived more than timely opportunity costs. These results were caused by immediately using off line sales-promotions and becoming a member of on line sales-promotions. In the research result on the perceived costs of using certain types of sales-promotions and economical satisfactions, off line sales-promotions exhibited positive relations with substitution costs of coupon and extra expenses, regrets of packed items and collection about economical satisfactions. On line sales-promotions exhibited positive relations with extra expenses and regrets about economical satisfactions. The research results on the perceived costs of using certain types of sales-promotions and psychological satisfactions, off line sales-promotions exhibited positive relations with timely opportunity costs of coupon and collection about psychological satisfactions. On line sales-promotions exhibited positive relations with substitution costs about psychological satisfactions. These results were caused by the feeling of leisure time as the consumer played games or hobbies. This study proposes an approach in the context of sales-promotion with some suggestions and thoughts.