쿠폰할인율이 쿠폰광고의 효과에 미치는 영향

In prior researches, there were two reciprocal viewpoints on the effect of coupon value on coupon effectiveness. Typically, the most of prior studies have addressed that the lower the price of the product and the economic cost to the consumer is, the higher the likelihood of purchase is. They also have suggested that a similar economic benefit is provided by a sales promotion tool such as a coupon. The higher the promotional discount rates are, the higher the economic benefit is and the higher the likelihood of purchase is. Presumably, the reason manufacturers offer high coupon values is to increase the economic incentive to purchase a brand in the short term. However, Raghubir(1998) argued that coupon value might signal the price of the product: the higher the coupon value, the higher the perception of the price and this indirect, information effect could understand the positive economic effect of providing a discount. From these two inverse researches, this study suggested several questions; whether the higher coupon face value lead to the lower likelihood of purchase, coupon-usage intend and consumer attitude toward the brand. And if this is true, is it caused by coupon value for signalling of the price? According to this inference, the hypotheses were established. For the test of the hypotheses, we used experiment. As the result, this study discusses implications for the information value of promotions, along with managerial and theoretical implications for FSI coupon design and communication.