Coupon Redemption Behaviors among Korean Consumers: Effects of Distribution Method, Face Value, and Benefits on Coupon Redemption Rates in Service Sector

Abstract

Although couponing has been one of the most important promotional vehicles in the US, the history of couponing in Korea has been less than a decade. This study empirically examines coupon redemption behaviors among Koreans consumers. Specifically, the impacts of face value, coupon benefits and method of distribution on coupon redemption rate are investigated.