온라인 쿠폰 효과: 할인 vs. 증정 쿠폰
The Impact of Online Coupons: Price vs. Non Price Coupons
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초록
최근 오프라인 업체들의 디지털 전환이 가속화됨에 따라, 지역 소상공인들은 다양한 온라인 마케팅 도구를 활용하여 신규 고객 유입 및 기존 고객 유지를 위해 노력하고 있다. 다양한 마케팅 도구 중 온라인 쿠폰 프로모션은 유통의 편의성, 저비용, 사용 용이성과 같은 이점을 바탕으로 규모에 관계없이 모든 업체의 비즈니스 성과에 긍정적인 영향을 미치며, 최근 그 활용이 증가하고 있다. 하지만 비교적 규모가 작은 지역 소상공인들의 온라인 쿠폰 활용에 대한 고찰은 전무한 실정이다. 따라서 본 연구는 지역 소상공인의 온라인 쿠폰 프로모션 활용이 비즈니스 성과에 미치는 효과를 실증적으로 분석하여 선행 연구의 공백을 메우고자 한다. 더 나아가, 쿠폰 유형(가격 쿠폰 vs. 비가격 쿠폰)과 업체의 인지도(리뷰)에 따른 상호작용이 업체 성과에 미치는 영향을 살펴보고자 한다. 이를 위해, 본 연구에서는 쿠폰 활용 여부와 쿠폰 유형에 따른 내생성 문제를 해결하고자 도구 변수를 사용한 2단계 최소 제곱 회귀 모형(Two-Stage Least Squares Regression Model)을 분석에 활용하였다. 본 연구의 분석 결과는 다음과 같다. 먼저, 온라인 쿠폰의 활용은 지역 소상공인 성과에 긍정적인 영향을 미치는 것으로 나타났으며, 리뷰 수의 증가도 긍정적 효과를 주는 것으로 파악되었다. 더불어, 쿠폰 유형과 인지도의 상호작용을 분석한 결과, 가격 쿠폰은 인지도가 높은 업체에서, 비가격 쿠폰은 인지도가 낮은 업체에서 활용할 때 쿠폰 활용의 긍정적 효과가 더 강해지는 것으로 나타났다. 따라서, 본 연구는 지역 소상공인 관점에서 온라인 쿠폰 활용의 중요성을 제시함으로써 온라인 쿠폰 프로모션의 중요성을 강조하고, 학문적 이해를 강화할 수 있을 것으로 기대된다. 또한, 지역 소상공인들의 디지털 마케팅 전략에 대한 이해를 향상시키고, 비즈니스 성과를 개선하는 데 실질적 기여를 할 것으로 예상된다.
Abstract
As the digital transformation of offline businesses accelerates, local Small and Medium-sized Businesses(SMBs) are increasingly leveraging various online marketing tools to attract new customers and retain existing ones. Among various marketing tools, online coupon promotions have seen increased usage recently due to their advantages such as distribution convenience, low cost, and ease of use. These promotions positively impact the business performance of companies of all sizes, regardless of scale. However, existing research has predominantly focused on the use of online coupons by large enterprises, with limited consideration of their application by SMBs. This study aims to fill this research gap by empirically analyzing the effects of online coupon promotions on the business performance of SMBs. Furthermore, it examines the interaction effects between coupon types (price vs. non-price coupons) and business awareness(reviews) on performance outcomes. To address potential endogeneity issues related to coupon usage and types, the study employs a Two-stage Least Squares Regression Model(2SLS) using instrumental variables. The findings reveal that the use of online coupons positively influences the performance of SMBs, and an increase in the number of reviews also has a positive effect. Additionally, the interaction analysis shows that price coupons are more effective for businesses with high awareness, while non-price coupons are more beneficial for businesses with lower awareness. This study highlights the importance of online coupon promotions from SMBs perspective, enhancing academic understanding and providing practical insights for improving digital marketing strategies and business outcomes for SMBs.
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