초록
"The purpose of this study is to present a basis for effective sales promotion strategy focusing on the impact of coupon advertisement by investigating consumer's purchase behavior. For those purpose, this research adopted the experimental method, and the subjects consisted of 180 undergraduate students. the subjects were sampled conveniently and randomly assigned 2 X 3 factorial design by the division of manufactured goods(Digital TV/coffee, kinds of soft drink), coupon types(first, usual advertisements divided into two types, second, an usual advertisement + a discounted coupon, third, an usual advertisement + a cent-free coupon. The results of this study were as follows. First, In advertisement attitudes, usual advertisements divided into two types were discovered higher? than the coupon advertisements of two types, an usual advertisement + a discounted coupon, an usual advertisement + a cent-free coupon. Second, In Purchase behavior, Consumers who perceived coupon advertisements of two typers(an usual advertisement + a discounted coupon, an usual advertisement + a cent-free coupon)? were discovered higher than Consumers that perceived usual advertisements divided into two types. Third, In advertisement attitudes of Consumers that have relevance to advertisement types,? coupon advertisements were discovered higher than usual advertisements divided into two types. "
