행태적 변수와 개인적 변수가 쿠폰사용의도에 미치는 영향 = The Impact of Behavioral and Personal Variables on the Intention of Coupon Usage

다국어 초록 (Multilingual Abstract)

A proposition in prior research on deal or coupon proneness has been that coupon usage is influenced in part by various customer characteristics including behavioral and personal variables. In this viewpoint, our objective in this paper is to examine the impact of several these variables on the intention of coupon usage. We proposed an empirical model with four antecedent variables (price sensitivity, brand loyalty, market maven, encumbrances of coupon usage), reviewing of literature on sales promotion. We investigated whether these variables impact cost/benefit perceptions and intention to coupon use. Data for hypothesis testing using structural equation model was collected from 195 shoppers at a well known supermarket. The survey results as follow;
Price sensitivity affected negatively to cost perception of coupon usage and positively to benefit perception. And brand loyalty related only cost perception positively. Market maven, individuals who has information about market and provide other customers, perceived lower cost. We proposed theoretical and practical implications based on these results.

국문 초록 (Abstract)

판매촉진 또는 쿠폰추구 소비자에 대한 선행연구에서는 소비자의 다양한 특성들이 쿠폰사용에 영향을 미친다고 제안하고 있다. 이런 점에서 이 연구는 쿠폰사용에 영향을 미치는 행태적, 개인적 변수에 관심을 가지고 가격민감도, 상표애호도, 시장선도성, 쿠폰사용의 불편함 등 선행변수가 쿠폰이용비용과 혜택, 그리고 태도와 구매의도에 미치는 영향을 분석하였다. 선행연구를 바탕으로 수립된 가설을 검증하기 위해 대형 슈퍼마켓 고객들로부터 자료를 수집하였고, 구조방정식모델을 이용하여 분석하였다. 분석결과는 다음과 같다. 첫째, 가격민감도가 높을수록 쿠폰이용비용을 낮게 지각하고, 쿠폰이용혜택을 높게 지각하였다. 둘째, 상표애호도가 높은 고객들은 쿠폰을 사용하기 위해 들여야 하는 비용을 높게 지각하였고, 쿠폰사용의 불편함이 클수록 쿠폰비용을 높게 지각하였다. 셋째, 소비자들은 자신을 시장선도자라고 생각할수록 쿠폰에 대한 혜택을 높게 지각하였다. 이 연구의 결과는 기업에게 쿠폰에 민감한 고객들이 누구인지에 대한 정보를 제공할 수 있었으며, 특히 다양한 제품과 점포, 시장에 대한 정보를 가지고 있으며, 이를 다른 소비자들과 공유하려는 속성을 가진 시장선도자에 관심을 기울이는 것이 바람직한 전략이 될 수 있음을 지적하였다

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