The present invention relates to a method for directly issuing and using, by a consumer himself/herself, a discount coupon for a product, which the consumer has bought, in a discount coupon service used by consumers buying a product, or a system therefor. More particularly, the present invention relates to “a method for directly issuing and using, by a consumer himself/herself, a discount coupon for a product bought by the consumer,” in which not only can the consumer acquire and use a right to issue a predetermined discount coupon according to a product purchase history, but the consumer can also transfer and sell the discount coupon issued by the consumer himself/herself, to another person, so that the consumer can get more benefits.
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