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The purposes of this study are to identify the distinctive effects of coupon promotion through relations of discount rates of coupon and psychological characteristics of coupon users(coupon proneness, value consciousness). So the study proposes theoretical backgrounds about the characteristics of coupon and psychological factors. And the study empirically investigates the relationship among the coupon discount rates, coupon proneness(CP) and value consciousness(VC) about coupon redemption behaviors. In order to realize these purposes, the study carried out simultaneously literature study and empirical study. In literature study, the study reviewed general concepts and previous studies related with discount rate, brand familiarity and psychological characters of coupon users, and established research model and hypothesis testing empirically. In empirical study, after research design, research hypotheses were tested by analyzing data which collected through survey. In conclusion, Through literature review and empirical analysis, the study shows that coupon redemption behaviors are affected by not only coupon stimulus of coupon face value and preferred brand, but also inherent psychological characteristics of CP and VC. The results of the study provide the following implications in academic and practical aspects. In academic aspects, the study on coupon responsive behavior considering psychological characteristics of CP and VC shows considerable insights as a framework for understanding a new mechanism of coupon response and a new model of approach methods in coupon studies. In practical aspect, the study provides strategic considerations of coupon market segmentation and targeting using psychological characteristics variables, and strategy of coupon mix considering relations with the discount rates of coupon and psychological characteristics of coupon use consumers (coupon proneness, value consciousness). The results of the study also could be applied strategic decision of other sales promotion tools such as price discounts, premiums, rebates and so on.
