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Digital redemption of coupons: satisfying and dissatisfying effects of promotion codes

Digital redemption of coupons: satisfying and dissatisfying effects of promotion codes Coupons, in the form of “promotion codes”, are now a mainstay of the online shopping experience, but online coupon redemption differs substantively from that in traditional retailing. Offline redemption of coupons is customer‐initiated while Internet shoppers are usually prompted to enter a code towards the conclusion of the checkout process. This prompting may influence shopper perceptions and behaviors such as shopping cart abandonment. Results showed strong negative effects on price fairness, satisfaction, and purchase completion in the code‐absent group and positive effects on fairness and satisfaction in the code‐present group. Presents implications for effective market segmentation through the use of online coupon codes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Digital redemption of coupons: satisfying and dissatisfying effects of promotion codes

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References (20)

Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420310469805
Publisher site
See Article on Publisher Site

Abstract

Coupons, in the form of “promotion codes”, are now a mainstay of the online shopping experience, but online coupon redemption differs substantively from that in traditional retailing. Offline redemption of coupons is customer‐initiated while Internet shoppers are usually prompted to enter a code towards the conclusion of the checkout process. This prompting may influence shopper perceptions and behaviors such as shopping cart abandonment. Results showed strong negative effects on price fairness, satisfaction, and purchase completion in the code‐absent group and positive effects on fairness and satisfaction in the code‐present group. Presents implications for effective market segmentation through the use of online coupon codes.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Apr 1, 2003

Keywords: Online transaction processing; Market segmentation; Promotional coupons; Pricing; Electronic commerce

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