Journal of the Korean Graphic Arts Communication Society (한국인쇄학회지)

The Korean Graphic Arts Communication Society (한국인쇄학회)
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Effects of Printed-Saving Coupon on Purchasing Intention of Consumer Behavior in Major Discount Store

대형 할인 마트의 인쇄 쿠폰 발행이 소비자 구매 의도에 미치는 영향

  • 이광숙 (중부대학교 광고홍보학과) ;
  • 곽보선 (성결대학교 경영학과)
  • Received : 2012.04.13
  • Accepted : 2012.05.18
  • Published : 2012.06.01
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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

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