재방문 쿠폰의 사용가능 시작시점과 사용가능기간이 소비자의 쿠폰 사용의도에 미치는 영향 : 구매 상황의 조절 효과

In this paper, we analyzed whether the time constraint property of the next-purchase coupon affects on the consumers’ usage intention by experimental design. In order to use the next-purchase coupons which are issued right after purchase, consumers must revisit the store within a fixed period. Temporal constraints of the next-purchase coupons can be defined as the concept of available time conditions that consumers can use revisit coupons and depends on the start date and the expiration date of coupons. In this research, the time constraint of the next-purchase coupons (the start date of availability of coupons, limited duration of availability of coupons) affects the usage intention towards next-purchase coupons, but this effect depends on the purchase situation (after purchasing for myself vs. after purchasing for someone else). As a result of the study, in the case of receiving a next-purchase coupon right after purchasing for another person, if the usable start date of the next-purchase coupon is in the near future and the usable duration period is long, the participant had the most positive evaluation toward the coupon. On the other hand, when receiving a next-purchase coupon after making a purchase for oneself, if the usable start date is in the near future and the usable duration period is long, the most negative evaluation toward coupon the participant had. Based on the results of this research, marketing practice can be utilized as a means to promote sales by providing next-purchase coupons with different temporal restrictions depending on the purchasing situation of consumers.