Abstract

The three primary objective of this study are to 1) provide an overview of the Korean coffee shop market and
apply previous coupon models to the redemption behavior of coffee shop patrons; 2) verify the hypothesized
causal relationships among the expiration date, coupon value, brand loyalty, and the intention to redeem
coupons; and 3) examine the effect of the expiration date on the consumer’s coupon redemption intention and
review the implications for practitioners.

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