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

Loading next page...
 
/lp/emerald-publishing/digital-redemption-of-coupons-satisfying-and-dissatisfying-effects-of-8MxATVL30w
Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
D.O.I.
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

References

  • Effects of perceived fairness on willingness to pay
    Ajzen, I.; Rosenthal, L.H.; Brown, T.C.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off