Earticle

초록

영어

As the instances of using coupons as a marketing tool have been grown, the number of consumers using coupon is also on the increase. As a coupon is believed to be an efficient means to bring the maximum satisfaction and marketing effect with the minimum cost in both consumers and corporations, the rapid development is requested in qualitative aspect beyond the quantitative expansion. In fact, a coupon is not used only by an economic reason. The use of a coupon itself is recognized as an interesting amusement. In this regard, this study categorized the consumers’ attitude regarding coupon use and analyzed the related factors.
The results were as follows:
1. The consumers’ attitude regarding coupon use was classified as three types such as ① negative attitude, ② amusement-like attitude, and ③ economic attitude.
2. As a result of implementing the cluster analysis in accordance with the consumers’ attitude regarding coupon use, the consumer group was divided into three types such as ① heavy user group, ② group using coupon for amusement, and ③ group using for economic purpose.
3. The heavy user group showed the highest degree of coupon loyalty. In addition, it also showed the highest degree of negative attitude about coupon.

목차

Abstract
 I. 서론
 II. 이론적 배경
  1. 쿠폰의 개요
  2. 쿠폰사용의 편익/비용과 소비자 만족
  3. 쿠폰이용에 영향을 미치는 요인
 III. 연구방법
  1. 연구문제
  2. 측정도구
  3. 조사방법
  4. 분석방법
  5. 조작적 정의
 IV. 연구결과
  1. 조사대상자의 인구통계적 특성
  2. 쿠폰 획득과 사용 실태
  3. 쿠폰사용에 대한 소비자태도
 V. 결론 및 제언
 참고문헌

저자

• 송유진 [ Song, Eu-Gene | Dept. of Housing, Interior Design & Consumer Studies, Chungbuk National Univ. ]
• 유현정 [ Yoo, Hyun-Jung | Dept. of Housing, Interior Design & Consumer Studies, Chungbuk National Univ. ]

참고문헌