Abstract
The three primary objective of this study are to 1) provide an overview of the Korean coffee shop market andapply previous coupon models to the redemption behavior of coffee shop patrons; 2) verify the hypothesizedcausal relationships among the expiration date, coupon value, brand loyalty, and the intention to redeemcoupons; and 3) examine the effect of the expiration date on the consumer’s coupon redemption intention andreview the implications for practitioners.
Highlights
Coupons have been around for over 100 years in developed nations; some are even considered a third form of currency
Brand loyalty was measured by four items: “I will buy a coffee/beverage at the same brand coffee shop again,” “I plan to continue my purchase at the same brand coffee shop continuously,” “I plan to revisit the same brand coffee shop,” and “I am willing to pay a higher price for this brand of coffee than another brand.”
Redemption intention was measured by two items: “I will use the coupon when I visit at the same brand coffee shop again” and “I will use the coupon when I repurchase at the same brand coffee shop.”
Summary
Coupons have been around for over 100 years in developed nations; some are even considered a third form of currency. Korea’s coffee shop market is expected to maintain its rapid pace of growth, the market is expected to become increasingly competitive. In this environment, coffee shops have resorted to coupon marketing strategies to lure repeat customers. Given the heavy use of coupons in Korean coffee shops, the present research examines the redemption intention with respect to coffee shop coupons. The purpose of this study is to investigate the factors that influence consumer’s intention to redeem coffee shop coupons. Shops, including path analysis exploring the causality among the antecedent factors influencing the consumer’s coupon redemption intention. The findings have practical implications for the revisit and repurchase intention of consumers
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